HOT WHEELS
Style Guide-2 "TUNER"
DAVE PARMLEY / KUSTOM KULT STUDIO
Style Guide-2 "TUNER"
DAVE PARMLEY / KUSTOM KULT STUDIO
"The graphic edge of 13THFLOOR has more than enhanced the look of Hot Wheels licensed products, it has defined it. They took the energy and soul of a 40 year old brand and infused it with a modern aesthetic that boys love. The result is growth in global sales- ‘nuff said."
Ron Way
Creative Director
Hot Wheels Consumer Products
Ron Way
Creative Director
Hot Wheels Consumer Products
Mattel asked Dave Parmley & Eric Ruffing, while with 13THFLOOR, to create a library of Kustom artwork for this highly endemic motorsports theme. What would someone who Drifts, Races and build "Tuners" wear?
Making sure to hit the various age groups of 6-9 and 12-15 for mass, mid tier + specialty retail, Dave and Eric combined Asian, Urban and Drift cultural influences into cohesive families of artwork that HOT WHEELS Global Licensees could use for anything from lunch boxes, backpacks, bedding and bikes to a wide assortment of apparel. We strategically created these designs as families within a library of coordinated options. The worldwide Licensees were able to easily and effectively create cohesive and relevant collections from this library, all built around the "TUNER" theme.
We produced the following:
33 Kustom Logos
14 Composed Designs
10 Hot Wheels Logo Variations
8 Tiled Patterns
11 Vector Vehicles (from supplied color renderings)
55 Product Graphic Applications with production notes
My Responsibilities for this Project:
Co-Art Direction
Project Management
Product Graphics
Design
Illustration
Production
* Car color illustrations provided by client
Making sure to hit the various age groups of 6-9 and 12-15 for mass, mid tier + specialty retail, Dave and Eric combined Asian, Urban and Drift cultural influences into cohesive families of artwork that HOT WHEELS Global Licensees could use for anything from lunch boxes, backpacks, bedding and bikes to a wide assortment of apparel. We strategically created these designs as families within a library of coordinated options. The worldwide Licensees were able to easily and effectively create cohesive and relevant collections from this library, all built around the "TUNER" theme.
We produced the following:
33 Kustom Logos
14 Composed Designs
10 Hot Wheels Logo Variations
8 Tiled Patterns
11 Vector Vehicles (from supplied color renderings)
55 Product Graphic Applications with production notes
My Responsibilities for this Project:
Co-Art Direction
Project Management
Product Graphics
Design
Illustration
Production
* Car color illustrations provided by client
See the HOT WHEELS Motorsports Project at KUSTOM KULT STUDIO
See the HOT WHEELS Vintage Racing Project at KUSTOM KULT STUDIO
See the HOT WHEELS Drag Strip Demons Project at KUSTOM KULT STUDIO
See the HOT WHEELS Moto Project at KUSTOM KULT STUDIO
