an image of the Danger Brain skull logomark

Fueling a Long-term Expansion

BC Racing

BC Racing provides coilovers and wheels that strike the best balance between performance and cost. We worked with the team at BC to refresh their brand into something contemporary and clean.

BC Racing Extreme Low coilovers

Logo and Alternates

When we started working with BC Racing, they had several divisions and distributors worldwide who each used different variations of the BC Racing logo, detracting from the brand’s global consistency. After discussing their needs, we set out to modernize their logo while keeping the core “BC” lettering close enough older iterations that existing BC Racing stickers, merchandise, vehicle livery, etc. would not seem completely out of place when the new brand initiative launched.

Old BC Racing logo
Old Logomark
New BC Racing logo
New Logomark

We cleaned up the “BC” monogram and separated “Racing” from it, increasing readability and allowing for many additional logo orientations. This would allow the BC Racing identity to adapt to all sorts of applications including packaging and team vehicles.

Alternate Orientations

BC Racing logo, square orientation
Square orientation
BC Racing logo, stacked orientation
Stacked orientation
BC Racing logo, vertically stacked orientation
Vertically stacked orientation

Product Identification

Previously, BC Racing’s core coilover suspension products lacked proper identification. They had two-letter product type designations, but no supporting identifying graphics. We created iconography for each coilover suspension product which spoke to its intended application.

A modern, adaptive brand identity is not static. Because BC Racing does a considerable amount of video, we also created animated motion graphic builds of each of the product icons.

BC Racing animated BR suspension icon
BC Racing animated DS suspension icon
BC Racing animated ER suspension icon
BC Racing animated HM suspension icon
BC Racing animated RM suspension icon
BC Racing animated ZR suspension icon

Merchandising Campaigns

A car culture brand needs to have a steady supply of great-looking merchandise for fans. When we started working with BC Racing, they only had a few shirts with their previous logo. We implemented a much wider variety of branded products and leveraged our existing vendor relationships to increase the breadth and quality of merchandising options. For example, rather than sell a hat with the BC Racing logo, we created a completely custom hat with custom patterned bill underlay and custom woven inlays.

As a result, merchandise went from a few tee shirts sold at racing events to a key component of BC Racing’s marketing strategy, a driver of sales, and a major component of BC Racing’s connection to their customer and fanbase.

BC Racing hat with detail
Hat with custom underlay
BC Racing custom straw hat
Custom straw hat
Custom BC Racing Vans shoe design
Vans shoe design
Custom BC Racing travel kit
Custom travel kit

We have also created regular “seasons” for merchandise, an abbreviated form of real seasons that fashion brands adhere to. Now, every year, we work with BC Racing’s marketing department to create illustrations around a key theme, then build out merchandise based on that theme. Below, some examples are the Drift Club theme and the Shogun theme.

Early BC Racing Drift Club illustration
BC Racing Drift Club tee shirt
BC Racing Shogun illustration
BC Racing Shogun long sleeve tee
Product labeling on BC Racing suspension
Man wearing BC Racing tee shirt
BC Racing air freshener
Woman wearing BC Racing tee shirt
Product labeling on BC Racing coilover suspension
BC Racing hats
Various brand applications on products
BC Racing Finish Line series hoodie, front
BC Racing Finish Line series hoodie, back
BC Racing Golden Hoodie, front
BC Racing Golden Hoodie, back

In addition to developing BC Racing’s merchandising program, we work with BC Racing’s marketing department on several integrated campaigns each year which promote the brand and its products through merchandise and other channels. Above, the “Golden Hoodie” campaign centered around one special hoodie randomly selected from orders of the regular Finish Line Series hoodies. The lucky buyer would get the one-off golden hoodie a free BR coilover suspension kit. This campaign created additional social media buzz and pushed increased merchandise sales for that season.

Warehouse full of BC Racing shipping boxes
Detail of BC Racing coilover suspension

Product Badging + Packaging

Product packaging is one of the most important consumer touch points for any brand. When your customer first opens the package, this is a vital part of the brand experience and vehicle for fostering a love of the brand itself. With BC Racing, we made sure to create unique packaging that applied the BC Racing brand elements, including branded shipping boxes with custom hand-placed stamps for certain product customizations.

BC Racing suspension packaging
Suspension packaging
BC Racing suspension packaging
Suspension packaging
Cars at BC Racing booth at SEMA

Trade Show + Booth Displays

BC Racing frequently attends national drift racing events and trade shows. We developed modular booth assets for use across a different event sizes, including the largest, seen here at BC Racing’s SEMA booth.

Suspension shown at BC Racing booth at SEMA
BC Racing at SEMA
BC Racing booth at SEMA
Suspension at BC Racing booth at SEMA
BC Forged wheels at BC Racing booth at SEMA
BC Racing booth at SEMA event

Digital + Motion Graphics

When we create additional brand elements for BC Racing, we always think digitally. Many of BC Racing’s campaigns have involved video, for which we create motion graphics that carry the BC Racing brand aesthetic while remaining true to the content of the video. For example, we created the supporting motion graphics for BC Racing’s short film, “Back 2 Basics”, which covered the Ebisu Circuit drift course in Japan. Above is a short clip, but you can also follow the link for the full video.

Lobby environmental graphics
Lobby graphics
Booth table wrap
Booth table wrap
Vehicle wrap
Vehicle wrap

A brand is not static. It adapts and evolves over time. The BC Racing brand identity has evolved even since we initially began the brand buildout. We continue to support the BC Racing brand identity wherever it exists. This includes recent environmental graphics for their headquarters, itself inspired by the overall clean aesthetic of the BC Racing brand.