2024
Heirloom Credentials
Goal: Launch Rydin's new credentials product, Heirloom Credentials, originally conceived for the auto racing market and build the brand and go-to-market strategy to expand its appeal into broader markets.
Multi-Channel Campaign
Branding & Identity
Print & Collateral
Art Direction
Client /
Rydin
What I built: I created the Heirloom Credentials brand from the ground up, logo, supporting wordmarks for affiliated brands, and the full visual identity, then led the end-to-end launch campaign across every channel: prototypes, direct mail postcards, email campaigns, social content, and website design.
Beyond the initial racing audience, I expanded the product's appeal through strategic design and messaging shifts such as golfing , corporate retreats and events, and other potential clients to position Heirloom Credentials for markets outside motorsports.
To build visibility, I tied the campaign to relevant live events , including a social campaigns tied to the NASCAR race in Chicago, generating timely engagement around a moment the target audience was already paying attention to.
