Grip Royal Rebrand & Campaign Concept
A three-month partnership with a 14-year-old steering wheel company to visualize what reinvestment would look like. Full rebrand, new campaign concepts, social content, realistic product templates for digital design before production, a redesigned instruction manual, and a website concept. The full picture of what a modern Grip Royal could be.
What they needed
Grip Royal had been successful for 14 years but the brand was stagnant. The owner wanted to see what it would cost and what it would look like to breathe new life into the business before committing. Not a rebrand job. A proof of concept for one.
What we did
How we got there
It started as a conversation with Grip Royal's owner. The brand had run strong for 14 years, he was busy with activations for other companies, and he wanted to see what it would take to give it a second wind before he committed to anything.
- 01Round one
What he asked for, first
The ask was the instruction manual, so that came first. Then the rebrand, then the photography and video built on it.
- 02Beyond the ask
A website nobody asked for
We designed a site he never asked for, so he could see the whole picture at once: what a modern Grip Royal looks like everywhere it shows up.
- 03The hard part
The cost, made visible
He wasn't sure he wanted to spend the money. So we showed him exactly what it would buy, and how fast it could be real, before he spent any of it.
- 04The lines
Ours, start to finish
"I AM BRUTE." and "Happy Place" were our ideas, and so was everything built around them, from the copy to the campaign art.
What it did
The concept was well-received, but the owner chose not to move forward with reinvestment due to competing business obligations. The work stands as a complete vision of what a modernized Grip Royal would have been.
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