HUSTLER TURF
From the Fall of 2022 through 2023, I worked with the team at Justin McClure Creative to overhaul the Hustler Turf brand from the ground up and create promotional materials for the company. My role was primarily as a graphic designer, but I also contributed to other projects, including videos.
BRAND GUIDELINES
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BRAND GUIDELINES •
“We’re TOUGH, DEPENDABLE, and UNAPOLOGETICALLY REAL. What you see is what you get… and what we give is always the best.”
Brand Colors
Defining a set of secondary colors as well as specific gradients created more structure for the use of color as well as more options for variation.
Defining the Brand
In 1962, Hustler Turf became the first company to make a zero-turn riding lawn mower. With this kind of legacy, the rebrand became more about finding what parts of the existing brand identity worked already and which parts needed to be re-tuned for the future.
The logo remained unchanged, but we developed a system of rules to make sure that it makes an impact every time you see it.
Typography
We pared the wide array of fonts used down to 3 Type families with distinct purposes: Saira Condensed for display headlines, Cairo for subheadings, and Source Sans Pro for body copy.
Print Materials
Product Brochures
I fully redesigned Hustler’s commercial and residential mower brochures as well as the individual spec sheets for each mower. In this redesign, I implemented a modular, gridded layout that could be modified and reused for each new model in the future.
Video
Videos
Branching out from strictly graphic design, I contributed to the video process by creating style frames, storyboards, and animatics that shaped the final product.