Land Rover Centerville (soon to be Land Rover Lehi) hosts an annual three-day, guided off-roading event in Moab for customers and clients. Historically, there hasn't been a lot of marketing behind this event, and branding and collateral have been an afterthought. With the store relocating to a new city this year, I seized the opportunity to make the event bigger than ever before.
My solution was to strike a balance between the rugged nature Moab's off-road terrain with the refinement of the vehicles they are driving. Inspired by the compartmentalized grids you might find on old military tags, I designed a series of lockups that would work very well in a variety of applications, and be evergreen in nature, so it can easily be modified in years to come.
Unfortunately, the event was cancelled due to COVID-19, but the client was excited at the direction and we hope to pick up where we left off for 2021.
