Adventurous thinking


Founded by an aircraft engineer in 1975, Hubco Automotive was a successful roof rack manufacturer with a strong presence in the Australasian market. However, with overseas expansion in mind, and breakthrough product innovations about to be brought to market, the time was right to update its image.

For Prorack, designworks identified the strategic positioning opportunity in the ‘serious recreational athlete’ space. A visual identity and brand story was developed to embody the spirit of downunder adventure seekers. The wing shape of the company’s latest product innovation became the core of the new mark, whilst paying tribute to the founder's aviation background.

Deliverables: Brand positioning and strategy, identity and visual signature design, retail point-of-sale and packaging design, marketing collateral