THE BRIEF

BRAND CREATION

We were hired to create and build a brand in the off-road space. A particularly oversaturated and stale market meant we needed to develop a contemporary and fresh approach that would resonate with an industry and reengage an audience. Our analysis concluded that the solution was to create a brand that embraced more than just the automotive. We set out to create a product that was not only about the  journey, but also the destination—Tread—from the highway, to the trail and beyond.

Our approach was to establish the off-road aftermarket industry as the foundation with hard, respected automotive content, and fuse it with highly informative and recreational outdoor content.

Defined as “a guide to automotive adventure and outdoor lifestyle,” this balance of technical insight, sprawling landscapes and practical know-how—enhanced audience experience and engagement, nudging weekend explorers to push limits and reigniting an industry at the same time.

TREAD