The world’s hardest downhill mountain bike race
Campaign
Advertising
Visual Identity
Under starters orders
The Red Bull Hardline is the world’s hardest downhill mountain bike race. The amount of sheer guts just to be able to turn up to the starting line is unimaginable.
Red Bull needed a campaign identity that not only helped convey this message but that also could adapt over the years as the event grew from the UK to Australia and beyond.
The racing line
Generally in any racing event the race line is the most efficient way of navigating the course. We leant into that with the construction of the campaign identity, reinforcing both the extremity of the event and allowing us a creative narrative that became the heart of the design language.
A 60º angle cuts through all of the design assets, a slight offset and shadow reinforce the cut, the line works for single events and also advertising multiple events on the same piece of collateral.
What a ride
The events continues to surpass all expectations with a sell out season for 2023 / 2024 and more excitement as the courses continue to test into the 2025 season.
An incredible event that has earnt its place in the extreme sports calendar.
