THE BRAND ✳ THE ENVIRONMENT ✳ THE GRAPHICS ✳ THE PRODUCT ✳ THE BRAND ✳ THE ENVIRONMENT ✳
01 / THE ACTUAL ASSIGNMENT
NOT THE trucks.
The trucks were the canvas. The assignment was the image.
THE IDEA GOES EVERYWHERE.
For Skyjacker Suspensions, the brand had to hold together across race vehicles, trade-show spaces, printed campaigns, catalogs and product graphics.
What follows is selected art direction and graphic design work—shown at the scale where people actually experienced it.
ROLEArt Director / Graphic Designer
COMPANYSkyjacker Suspensions
PERIOD2014–2016
DISCIPLINESAdvertising • Branding • Exhibit Graphics • Production Design
02 / ENVIRONMENTAL BRANDINGSEMA SHOW • LAS VEGAS
OWN THE room.
A brand at thirty feet high has to read before you can hear yourself think. The graphics had to command attention above a sea of vehicles, booths and competing messages.
THE ENVIRONMENT / EXHIBIT GRAPHICSTHE SCALE / GRAPHICS IN SPACETHE APPLICATION / SHOW FLOOR
03 / VEHICLE GRAPHICSTHE CURT LEDUC #43
FROM FLAT to full speed.
THE DESIGN / #43 WRAP ART DIRECTION / CONCEPT TO APPLICATION
The graphic language had to survive difficult geometry: panels, contours, numbers, sponsor relationships, and the kind of speed that turns detail into a blur.
THE REALITY / GRAPHICS ON METALTHE WORLD / THE BRAND IN MOTION / PHOTO: SEVENTWO IMAGES
04 / THE PRINTED WORKADVERTISING + CATALOG
INK. PAPER. attitude.
Strong brand language has to work just as hard in a catalog spread or a magazine ad as it does on a racetrack.
2016 / CATALOG COVERTHE CAMPAIGN / THE RIDE IS THE JOURNEYTHE VOICE / WE'RE HERE TO GET YOU THERE
ONE CAMPAIGN. MANY APPLICATIONS.
Print, product storytelling and visual consistency. The challenge is never just one great layout. It's keeping the work recognizable wherever it turns up.
ART DIRECTION / CAMPAIGN DESIGN / CATALOG GRAPHICS
PRODUCT CAMPAIGN / SUPER DUTY + BLACK MAX
05 / PRODUCT IDENTITIESBLACK MAX / LEDUC SERIES
MAKE THE mark.
From a product name to something people can recognize on a shelf, on a part, or in the field. Identity design has to survive the real world.
PRODUCT IDENTITY / BLACK MAX
THE SURFACE / PRODUCT GRAPHICSTHE PACKAGE / RETAIL GRAPHICSTHE LINE / LEDUC SERIES IDENTITY
The kind of design that works from a large sign all the way down to a decal on a component.
06 / THE BRAND OUT IN THE WORLDACTIVATIONS + APPLICATIONS
NOT JUST on screen.
DESIGN IN THE WILD / REAL APPLICATION, REAL IMPACT
I DIDN'T BUILD THE TRUCKS. I HELPED BUILD THE IMAGE.
This portfolio documents selected creative contributions in graphic design and art direction. Mechanical engineering, fabrication, vehicle builds, racing, toy manufacturing, and photography belong to the respective specialists and partners. The Matchbox image shows a related brand application—not a claim of toy-design authorship.