Brand
2015
Red Bull Rampage Rebranding
A refreshed identity and event branding plan for Red Bull Rampage, designed for the Southern Utah desert venue and iconic live broadcast.
Credit: Red Bull North America | John Gibson
Credit: Red Bull North America | Dean Treml
Credit: Red Bull North America | Christian Pondella
Credit: Red Bull North America | Dean Treml
Credit: Red Bull North America | Christian Pondella
Credit: Red Bull North America | Christian Pondella
Client
Red Bull
scope
Brand Strategy · Creative Direction · Event Branding
year
2015
duration
February–October
role
Branding Lead - National Event Marketing Manager
team
Red Bull North Business Unit
partners
Scott Dickson — Original logo artist and logo refresh
Joe Lewis Company — Branding design and fabrication
H5 Events & Big Mountain Events — On-site branding installation
Overview
The brief.
For its 10th edition in 2015, Red Bull Rampage needed a clearer identity that could grow with its broadcast presence without losing its standing among riders and fans. The brief was to preserve the event’s character, improve recognition across the venue, photography, and video, and develop an event branding plan for the anniversary and future editions. As branding lead, I managed creative development, production and installation with the event team and creative partners.
The Challenge
The existing identity was difficult to read across media and formats, particularly in live broadcasts. Branding needed to feel at home in the Utah desert, withstand years of exposure, and remain clear of rider-built lines that constantly evolve. The remote terrain also required branding pieces that production crews could move and install without heavy equipment.
the solution
Working with original logo artist Scott Dickson, Joe Lewis Company, and the installation teams, the refresh paired a clearer logo lockup with coordinated colors, patterns, and reusable assets. Functional branding guided the design: each piece needed to serve a purpose and belong in the landscape. Gates, wind flags, and movable course signs could adapt as rider lines developed. A key visual guide extended the identity into print and digital applications. During the live broadcast, the refreshed identity was easier to read in ground and helicopter shots.
Approach
The logo and venue were treated as one assignment. Mining and ranching references, informed by site visits and soil samples, helped the structures feel native to the landscape. Camera positions, material choices, and improved installation logistics shaped a flexible suite of assets designed for several years of reuse.
Outcome
The refreshed identity debuted at Rampage’s 10th edition, with more than 20 on-course branding pieces and applications extending into merchandise, print, and broadcast. The event gained a reusable brand kit that would evolve beyond the anniversary in future years.
