CHALLENGE
Unify the brand of Hawk Performance Brakes, the premier US racing brake manufacturer.

PROJECT TYPE
I had the opportunity to help Hawk Performance Brakes, the largest brake manufacturer in the US, transform into a cohesive brand. As their lead creative, I oversaw the brand design process for over a year. Hawk already had a large fanbase and a wide range of products but lacked visual consistency. We rejected typical racing clichés and focused on the concept of stopping power, cleverly married with the slogan "What's stopping you?". The result was a remarkable brand transformation that elevated their presence, captivating the racing community and leaving a lasting impression.