GOAL: Modernize and solidify our position as the clean-cut, working-class brand for motorsports enthusiasts, connecting deeply with our loyal audience while appealing to new generations.
PROBLEM: Stuck in outdated aesthetics and disconnected storytelling, FLY Racing risked losing relevance in a competitive market saturated with bold but inauthentic narratives.
CONCEPT: Ride Life: Celebrate authenticity and focus on clean, professional aesthetics that resonate with the hardworking, family-oriented riders who embody the FLY Racing spirit.
Refining the Brand’s Identity:
Fly Racing’s branding was outdated and inconsistent, reflecting a past era of motorsports rather than its future. The logo lacked modern appeal, scalability, and adaptability across digital and physical applications. The goal was to create a refined, versatile identity that resonated with the brand’s evolving audience while maintaining its heritage.
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Rewriting the Story:
Ads and visuals leaned on clichéd motorsports imagery from decades past—loud, chaotic, and disconnected from the values of our audience and the brand's true direction.
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Reframing the Visual Narrative:
We took a holistic look at FLY Racing—athletes representing the brand, current and future customers, and even the people behind the scenes. This perspective revealed the need for a cleaner, more modern aesthetic that truly reflected everyone involved.
This evolution wasn’t just about matching the brand to its audience—it was about creating a foundation for continued growth and future evolution.
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Social Media:
When Fly Racing entered the social media space, the brand lacked a unified digital presence. I launched the Fly Racing Instagram from scratch, establishing a framework that not only brought the brand up to speed but also laid the foundation for long-term growth and evolution. This wasn’t just about posting content—it was about creating a scalable, strategic approach that could adapt as the brand expanded across platforms.
Athlete Integration: Worked directly with sponsored riders to align their social presence with the brand identity, ensuring an authentic and consistent message.
Visual & Messaging Framework: Developed a cohesive aesthetic and content strategy that balanced product storytelling with real rider experiences, creating engagement beyond just promotions.
Redefining Brand Perception Through Experience
For years, FLY Racing was seen as a budget brand, stuck in the shadow of industry giants. But instead of chasing them, we leaned into what made us different—our roots in the Pacific Northwest.
Rather than following the industry norm of hosting media launches at motocross tracks in Southern California, we built immersive experiences that embodied the ethos of the brand and the lifestyle of our riders.
Portland Gallery Launch:
Seeding Kits:
Idaho Summer Camp:
Press Coverage:
