RADWOOD
20
24
Radwood is a celebration of all things 80s and 90s, with a special focus on cars, fashion, movies, and now – thanks to Radwood and Mobil 1’s “Totally RAD Live” – music.
PROPOSED T-SHIRT DESIGN
People like George Orwell used to think the 1980s would be awful. But it turns out he was wrong and the 80s were sick. Big hair, big business, and big phones. On top of that, people were asking big questions, like “Where’s the beef?” and “Who killed Laura Palmer?” The cars and music of the era embodied this maximalist spirit and became the driving force behind the branding for Radwood and Totally RAD Live.
INITIAL BRANDING EXPLORATION
While Radwood and Totally RAD Live are all about celebrating 80s culture, capturing the decade’s essence isn’t exactly straightforward. There’s no single “look” that perfectly sums it up, so when developing the concepts, we had to explore several creative directions. The goal was to find a vibe that felt undeniably 80s without turning it into a mashup of random cultural references. In the end, the visual language of 80s heavy metal stood out as the perfect fit for the show.
To bring this vision to life, we tweaked existing Radwood logos to align with the heavy metal aesthetic. Adding a chrome finish to the badge and serif typography, a neon glow to the “handwritten” wordmarks, and lightning as a decorative element helped tie the branding to both the heavy metal and automotive worlds.
PROPOSED HAT DESIGN
CLIENT MOBIL 1 | AGENCY BBDO MW | CREATIVE DIRECTORS BRIAN HAPPEL | WRITER KYLE FOUNTAIN