SKG hired Mad Media to help them upgrade their brand from being an off-road shop to being a full-service automotive customization facility. Our goal was to tap into the car customization craze in an upscale yet hip way. We changed the SKG byline from “Motorsports” to “Automotive Customizers,” because it is more descriptive of their services. Additionally, we incorporated visual elements from a car windshield to give the identity an underlining automotive feel. The logo was incorporated into all print, web, clothing and promotional material as well as a new storefront sign.