THE PROBLEM

How to tell the Rotax story inside and outside the business – in a way that represents their high-tech engineering and the type of talent they aim to attract.

OUR SOLUTION

Rotax engines power all the products that the BRP group of companies make – literally the ‘beating heart’ of BRP. Having developed a brand position that captured the diverse role Rotax plays for the rider, the umbrella brand and within the vehicles themselves we wanted the visual expression of that to be a striking symbol of that core idea. The wider visual identity also marked the move from heavy, macho engineering branding to a fresh, modern space, delivering precision and subtlety.

VISUALISING PASSION AND PRECISION

The heartbeat captures the energy and movement Rotax technology creates and the precision and care it is crafted with, yet is simple and flexible enough to apply over the brand’s different business areas, reflecting their different audiences.

STEPHEN SAYS
“This works represents a real shift in how the organisation sees itself and communicates, and including such a strong reminder of the brand idea in the visual identity demonstrates a true commitment to it.”Stephen Bass
Design Director at Keel

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