MOXIE MOTO
Services
Brand Strategy
Client
MOXIE MOTO
Tools
Illustrator, Photoshop, Figma, Canva
Year
2024
Summary
In a field dominated by men, women in motorsports face the challenge of finding clothes that provide fit, functionality, and style. Very few motorsports businesses cater to their main demographic of women (in their thirties, financially stable).
MOXIE MOTO is a women’s motorsports brand rooted in empowerment, community, and design built for women. The brand identity combines boldness with inclusivity, ensuring that women riders of all ages, sizes, and skill levels feel represented, supported, and celebrated fostering partnerships that transcend traditional boundaries.
Info
A startup women's motorsports apparel company, dedicated to empowering women in a niche, growing community; I built and expanded the branding system, reaffirming brand voice and mission. (Role: Design Lead, expanded brand identity/assets)
Case Study
MOXIE MOTO sets out to change the status quo in off-road apparel, creating women's apparel and gear that delivers unwavering design, fit, and functionality riders have long been waiting for. In a market overdue for change, MOXIE MOTO introduces bold, rider-led gear that challenges stereotypical norms and outdated standards while laying the foundation for future collections that empower women with apparel built for their bodies and redefine what is possible in the world of motorsports.
MOXIE MOTO strives to empower these women by giving them viable products along with an inclusive community.
Challenges
Identifying the required differences and similarities between MOXIE MOTO and other competitors
Balancing designs that are bold yet subtle
MOXIE MOTO is a women’s motorsports brand rooted in empowerment, community, and design built for women. The brand identity combines boldness with inclusivity, ensuring that women riders of all ages, sizes, and skill levels feel represented, supported, and celebrated fostering partnerships that transcend traditional boundaries.
Key Implementations
Brand audit of strengths, gaps, and room for improvement
Designed preliminary brand guideline and documented step-by-step design instructions
Expanded brand identity via creation of secondary assets
Overview
MOXIE MOTO's prelaunch strategy began with a brand audit and competitor research. I analyzed internal documentation and existing motorsports branding systems to identify opportunities for a distinct, inclusive visual identity.
Motorsports brands are historically masculine and monotone, relying heavily on product visuals. MOXIE MOTO stands out by catering to a growing demographic of women without leaning on hyper-feminine or motorsports stereotypes, creating a space for female riders to see themselves represented.
I established the brand’s visual identity through a comprehensive guideline, experimenting with mood boards, imagery, and key assets. Work included simplifying the color palette, refining typography, documenting licensed assets, and creating photo treatments, brand patterns, textures, and wireframes. Overall, the identity conveys:
A vintage, retro vibe with a modern twist
Femininity without being overly feminine
Moxie and grit; raw empowerment
