[ About the Project ]

Freelance is always tough, and I try to not take too much of it on. But, a local speed shop reached out having been given my name from a side hustle branding gig I had just wrapped. I liked where their head was at with what they wanted out of it all, and the name “Torque Steer” was actually pretty interesting. It’s a phenomenon where as a result of rapid acceleration the steering wheel becomes very light and vehicle pulls to either the left of the right. Cool concept, so I wanted to play around with that, and embrace asymmetry. They asked for a full brand exploratory which later became pretty iterative. Additionally they wanted some custom vinyl work, since cars that came in and out of there were always repping other performance brands, and it was cool to see out in the wild. Small businesses hold a special place for me, they always want to do the good stuff.