Rebranding the world’s largest collector car marketplace.

In our line of work, there’s no bigger opportunity than a rebrand.

And when the ask came from Hemmings, the world’s largest collector car marketplace, we made a promise: to honor 70 years of legacy while paving a clear road forward.

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After digging deep into the brand’s history and ambitions, our journey building a world-class brand book began with a long-form manifesto and tagline that puts drivers first:

Building on the brand story, we laid out key messaging elements to guide how Hemmings speaks and sounds in the world.

We then shifted into reimagining the brand’s logo by hand. Trying ways to evolve the well-known cursive look while exploring bold, new approaches.

We narrowed, refined, expanded, and refined some more—leading us to the final logo set chosen unanimously by the Hemmings team.

Color, typeface, and other design language came into play to round it all out.

Hemmings launched the rebrand in Las Vegas for their most important tradeshow of the year. We helped produce a number of projects—including a wrap of the famous Vegas Monorail.

Last but not least, we wrapped up this massive push with a fresh line of merch designs and :30 spot to seal the deal.

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