Powerstop Brakes
Full Brand & Digital Experience Refresh
Led a comprehensive brand refresh for PowerStop, redefining the visual identity and translating it into a cohesive, modern experience across digital, physical, and experiential touchpoints.
The work repositions the brand to feel more performance-driven and accessible, creating a unified system that connects product, content, and customer interaction across all channels.
Commercial Concept & Art Direction
2020 Gold Telly Award Winner - Direction • 2020 Bronze Telly Award Winner - Use of Comedy
Developed and art directed a comedic campaign centered on a key insight: drivers have come to accept brake dust as inevitable. By exaggerating that behavior through the “Dustburgs,” the spot turns a common frustration into a memorable narrative—clearly positioning PowerStop as the solution.
Execution
Developed and implemented a scalable brand system that extends across web, mobile, packaging, content, and marketing environments.
Designed a mobile-first website experience that simplifies product discovery and supports user decision-making through clear structure, intuitive navigation, and optimized content hierarchy.
Redefined packaging and product presentation to create stronger shelf impact while aligning with the updated brand identity. Established comprehensive brand guidelines to ensure consistency across all applications.
Extended the system across brochures, event materials, retail displays, and large-scale placements, ensuring the brand maintains a cohesive presence in both digital and physical environments.
Created social and video content designed for both paid and organic channels, optimizing for platform behavior while maintaining a consistent visual language.
