Building a global community of sports fans.

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Red Bull needed to cement their cult status with customers. They realised their sub-brands all operated separately and needed to be aligned to create a stronger connection with fans: Increasing brand equity and driving sales.

A unifying strategy “A window into the world of Red Bull” needed to be brought to life creatively. Our work developed the Red Bull Brand Identity, e-Commerce Website, then produced Global Brand Marketing Guidelines for all sub brands, enabling the brand to tell a more powerful and consistent story.

Over three years we created integrated sales driving campaigns until skills were embedded within the Red Bull team. The result unified the brand for the first time and increased global merchandise sales by 15%.

“The challenge was huge, to unify all Red Bull sub brands for the first time. We did it by aligning everything fans saw with the strategy, ‘A window into the world of Red Bull’.

Tom Hardy
Founder
Manifesto Studios

Developing the photographic art direction was central in ensuring fans were now always in the middle of the action.

A system was created to curate the very best imagery, and provide the top line brief for future photography shoots.

We asked a series of questions like, “does it make you feel like you’re really there?” Ensuring consistent images are selected across every sub brand.

The result is a high impact set of images that all feel alive and part of the same story. Even though images range from outer space (literally) to mosh pits.

Global Marketing Guidelines codified a universal system for sub brands, for the first time in Red Bull’s history.

The work simplified hundreds of logo variations, developed a singular colour palette, a consistent type system and clear brand voice. These had an instant effect: Suddenly the brand became more premium and grown up.

“Running campaigns over three years allowed us to create halo applications. These provided the creative North Star and had a direct impact on sales. All the time embedding the skills and building ourselves out of the process.”