Wanting to appeal to a newer and wider audience of rally fans, and with a new chief sponsor in DayInsure, Wales Rally GB needed a new image.

Concept, Branding, Digital Artwork

Produced at View Creative Agency

Although it had gone through a huge image change in 2013, Wales Rally GB had always retained its dated logo, and with DayInsure coming onboard, it was the perfect time to create a new one. It wasn't long before the idea of a traditional rally plate was settled on that would house the event name, date, chief sponsor and strapline. But a new logo slapped on to some old artwork wouldn't do, so I dived into the depths of Photoshop and got to work.

There was a need to appeal to a newer, younger generation of rally fans, and with them their parents, so the dark, rain blasted landscape and fire breathing dragon were out, and rich saturated tones, clear blue skies and bright lights were in. However, I made sure not to skimp on the energy and intensity. That had to stay.

Along with the core artwork, another image was created to reflect and promote the RallyFest stage at Cholmondeley Castle, where the excitement of the rally is ramped up with motocross displays, a fairground, iconic rally car exhibitions, and more.