2021
Openfender
Brand Identity
Logo Design
Type Design
Brand Assets
Brand Design
Photography by Openfender
The brainchild of American motorsports racing driver Mason Filippi, Openfender was created to streamline the process of connecting fans and sponsors to racers and the motorsports market.
Fast forward to 2024, Openfender now has a world wide community and connects racers from all over the world with sponsors who are keen to see them succeed. Our task was to build the core brand foundations for Openfender during its business startup period and to create a brand style that would feel familiar to the racing community but distinct and memorable in its own right. A key component of our design process here was foresight and having the ability to pre-build responsivity and cohesion to a brand that was set for rapid growth and expansion.
The Result
Our focus for the brand centred on a clean and minimalistic style that folds in traditional motifs within the racing community through it’s checkered monogram and pattern overlay alongside bold and impactful brand typography that is easily identifiable across Openfender’s customer touchpoints - All while remaining approachable and polished. This resulted in a fully comprehensive brand style that’s built for purpose and optimised for placement across the widest of brand assets, whether that’s on the smallest of decals, racing uniforms, branded merchandise or across Openfender’s various digital platforms and print media.
