Brand naming solution, Brand strategy, Brand visual identity including ‘infinite’ Logotype,Photoshoot, Art direction, Sales tools, SEMA360 virtual show platform, Trade lander page, Social media launch activation, Press release content and distribution, Blog articles.

The biggest challenge was breaking through the existing conventions of the category, by educating the audience that there was a better way to deliver a tyre trap wheel protector solution.

Through our detailed market research, we knew that our audience’s biggest pain point with traditional tyre-trap offerings is that they are a universal product. And this means they have a MAJOR WEAKNESS – they need to be joined.

On the other hand, the new product is a continuous rim-specific brand – with no unsightly join. This gives total integrity to the protector, with no chance of joint failure or any safety issues related to sudden tyre deflation or resultant detachment damage to wheels, arches and bodywork. Additionally, the continuous band is both easier and faster to mount to the rim, is a far better fit, has superior performance and is inherently safer.

We determined that the continuous band advantage was so compelling that we proposed the whole brand strategy be based around it.

As part of this strategy we devised the RimfinityTM brand name and positioning and developed a bold new visual identity including the ‘infinite’ logotype concept – featuring a new visual icon designed to always be readable as the wheel (protector) rotates.