We approached the Buggies Unlimited brand refresh with a clear goal: sharpen the focus, simplify the experience, and amplify what makes the brand resonate with customers. The logo was off-limits for updates, but that challenge became a foundation—we reworked everything around it to better reflect the company's mission and tone. We distilled an overly broad color palette into a lean, consistent set that’s ADA-compliant and web-ready, helping the brand show up bolder and more reliably across every channel. Every design choice was driven by the needs of the customer: keep it clean, energetic, and unmistakably “Buggies".

Typography played a big role in the refresh. We introduced Atrament for its modern, approachable character in headlines, paired with Proxima Nova for clean, legible body copy—creating a hierarchy that felt professional without losing the brand's signature wit and energy. We also developed a new icon set and graphic elements, including a custom slash texture that adds just the right amount of visual grit. These updates brought a unified look to everything from packaging and web design to digital ads and printed materials, all while staying true to the brand’s fun, inclusive personality.

Photography guidelines were overhauled to better capture the lifestyle-driven world of golf cart owners. Instead of sterile product shots, we focused on dynamic, real-life scenarios—weekend warriors, backwoods explorers, and even working carts with character (yes, dogs included). We introduced consistent photo treatments—full color, black and white, and duotone overlays—to give the brand visual range while maintaining consistency. Ultimately, the refresh helped Buggies Unlimited stand out with a voice and look as bold as the upgrades it sells.