I designed the branding and website for Cutthroat Customs & Mechanical Inc., a custom motorcycle and small-engine shop built for those who demand precision, power, and performance. The challenge was to create an identity that feels raw yet professional, balancing gritty mechanics with modern craftsmanship.
The new brand system is built to be bold, adaptable, and timeless, ensuring that Cutthroat Customs stands out—whether it’s on a garage sign, social media post, or a custom bike chassis. Every detail, from the high-contrast logo system to the dark, refined website aesthetic, was designed to reinforce quality, expertise, and individuality.
The Cutthroat Customs identity was designed for clarity and impact. The primary logo maintains a strong, industrial look, with the CC monogram providing a simple yet recognizable mark for smaller applications like merch, bike decals, and tools.
The color palette is pure power, featuring black and white for high contrast, gunmetal gray for a sleek industrial feel, and deep red accents to bring in bold energy. This balance ensures that the branding enhances the custom builds rather than overpowering them.
I developed merchandise designs, ensuring that the brand extends beyond the workshop and into custom apparel, decals, and accessories that resonate with the Cutthroat Customs audience.
Cutthroat Customs needed a professional yet aggressive identity that could work across shop signage, merchandise, website, and digital marketing. The brand had to be versatile enough to appeal to both hardcore bike builders and first-time custom clients.
The existing brand lacked consistency, digital presence, and an engaging identity. The challenge was to create a cohesive brand that would not only look great in the shop but also perform online—boosting brand recognition and sales.
I developed a comprehensive branding system and a high-performance website that delivers a strong first impression and seamless user experience. The branding includes a structured, high-contrast logo system that balances aggression with professionalism.
The website was designed with a dark, clean, and conversion-optimized aesthetic, enhancing the brand’s legitimacy and user engagement. In addition, I created custom social media templates, merchandise designs, and on-brand photography direction to expand the brand’s digital presence. The result is a bold yet functional identity that speaks directly to its audience.
Cutthroat Customs also needed merchandise that reflected its bold identity, so I designed custom apparel and accessories, including hoodies, graphic tees, and decals that let customers carry the brand beyond the garage.
The end result? A brand that embodies power, precision, and the no-compromise mentality of custom performance.
Photography plays a key role in shaping the Cutthroat Customs brand, focusing on high-contrast, moody, and detail-rich visuals. The use of dark, dramatic lighting highlights the mechanical precision of each custom build, while desaturated backgrounds ensure the machines remain the focal point.
Every shot captures the raw energy of the workshop, from close-ups of tools and sparks flying to finished bikes gleaming under shop lights. This approach enhances the brand’s authenticity and craftsmanship, making each image feel powerful and dynamic.
I built this brand with a digital-first mindset, ensuring every visual asset is optimized for social media engagement and brand recognition. The social strategy incorporates high-energy build reveal posts, behind-the-scenes garage content, and typography-driven promo graphics.
Typography was selected to enhance readability in social posts, utilizing Helvetica and Acumin for a strong, clear aesthetic. The website serves as a seamless brand hub, allowing potential customers to explore past builds, learn about services, and book consultations effortlessly. Cutthroat Customs isn’t just a shop—it’s a brand built for riders, by riders.
I built Cutthroat Customs from the ground up—designing the brand, website, merchandise, and marketing assets to create a bold, recognizable identity in the custom motorcycle and mechanical industry. We aimed for the branding to be relatively clean and minimal, yet still have a traditional biker essence to it. The gauntlet is part of the owner's family crest, while the wrench is universally regarded as something a mechanic uses. This wordmark is also representative of hands of steel. The text is subtly sliced to convey the 'cutthroat' brand, and it has been converted into a CC logo as an icon the owner can spray paint on bikes, or use in merchandise.
From striking high-contrast visuals to a sleek, conversion-driven website, everything was crafted to resonate with riders who demand precision, power, and individuality. This isn’t just a shop—it’s a statement.
.svg)
