Sportscar ownership too often revolves around fleeting Sunday morning drives to cars and coffee and home again. Roads United seeks to expand the horizon for sportscar owners by helping them experience their cars for what they were intended for; uniting people and their friends in exploring new destinations. We worked with the founder to craft a brand that visually captures the sensation of sportscar travel. We developed the Roads United name, logo, tagline, visuals, and launch activities, including support of their inaugural trip, the Rocky Mountain Rendevous.
To launch Roads United we hosted the ‘Checkeditout’ car community at a picturesque field in the Chicago suburbs and worked with photographer Adam Jason Cohen to capture timeless black and white environmental portraits of attendees and their cars. The body of work helps capture the inclusive spirit of the Roads United brand and its mission of bringing people and their cars together to create lasting experiences.