A New Look for a New Audience

Hawk had already made a name for itself in the racing world, and now they wanted to expand their brand—with a new look and feel—to target street vehicles, particularly a new market: light trucks, SUVs and Jeeps. The task we had before us was to redefine performance brakes in a way that not only resonated with everyday drivers but also convinced them a brake upgrade was worth the investment.

A True Team Effort

Brand positioning was step 1. We needed to appeal to a new audience, but we weren't about to lose Hawk's core market in the process. The JACKSON strategy team identified the brand's unique advantages, key messages, even its tone and personality. JACKSON’s creative team then updated the brand's look and feel, inspired heavily by new photography and video content. From there, our designers and writers developed new creative and messaging, which we used to launch paid advertising and social media campaigns, design new packaging and create print ads. JACKSON’s digital team updated the website and supported the media team’s digital marketing efforts.