HOT WHEELS + Style Guide 2

2011

Art Direction, Graphic Design, Illustration

Hot Wheels "Tuner" graphic collection for the Global Hot Wheels Style Guide. Mattel asked 13THFLOOR to create a library of kustom artwork for this highly endemic theme. What would someone who Drifts, Races and build "Tuners" wear? Making sure to hit the various age groups of 6-9, 12-15 for mass, mid tier + speciality retail Dave Parmley and Eric Ruffing combined Asian, urban and drift cultural influences into small families of artwork that Hot Wheels Global Licensees could use for lunch boxes, backpacks, bedding, bikes to apparel. By 13THFLOOR creating these families of designs Licensee's will have a much better opportunity to create cohesive collections around this particular theme.

13THFLOOR designs and produced the following for this collection:
• 33 Kustom Logos.
• 14 Composed Designs.
• 10 Hot Wheel Logo Variations.
• 8 Tiled Patterns.
• 11 Vector Vehicles (from supplied color renderings).
• 55 Product Graphic Applications with production notes.

HOT WHEELS
Style Guide 2 "TUNERS"
13THFLOOR
"The graphic edge of 13THFLOOR has more than enhanced the look of Hot Wheels licensed products, it has defined it. They took the energy and soul of a 40 year old brand and infused it with a modern aesthetic that boys love. The result is growth in global sales - ‘nuff said."

Ron Way
Creative Director
Hot Wheels Consumer Products
HOT WHEELS "TUNER" graphic collection for the HOT WHEELS Global Style Guide.

Mattel asked 13THFLOOR to create a library of Kustom artwork for this highly endemic motorsports theme. What would someone who Drifts, Races and build "Tuners" wear?

Making sure to hit the various age groups of 6-9 and 12-15 for mass, mid tier + specialty retail, Dave Parmley and Eric Ruffing combined Asian, Urban and Drift cultural influences into cohesive families of artwork that HOT WHEELS Global Licensees could use for anything from lunch boxes, backpacks, bedding and bikes to a wide assortment of apparel. 13THFLOOR strategically created these designs as families within a library of coordinated options. The worldwide Licensees were able to easily and effectively create cohesive and relevant collections from this library, all built around the "TUNER" theme.

13THFLOOR designed and produced the following for this collection:
• 33 Kustom Logos
• 14 Composed Designs
• 10 Hot Wheels Logo Variations
• 8 Tiled Patterns
• 11 Vector Vehicles (from supplied color renderings)
• 55 Product Graphic Applications with production notes
The chop inspired designs below were made entirely using only the Hot Wheels logo and flame banner shape to create.

FOX SPORTS + L&M Guide

With the popularity of the FOX Sports mechanical mascot "Cleatus," FOX Sports L&M reached out to Dave Parmley and Eric Ruffing of 13THFLOOR to create a lifestyle licensing guide for the fans of both FOX Sports and Cleatus.

Armed with our very own Cleatus action figure, a few 3D modeled moves and the techno/mechanical vibe of the bumpers the quick turn around began. Freedom to explore the manipulation of the FOX Sports brandmark and type treatment was also allowed.

As Cleatus' victory dances are a huge part of his story we created hero image illustrations and mechanical victory wings as main designs of the toolkit. 13THFLOOR also created product examples to show the wide variety of designs that can easily be created and applied to product from the components of the toolkit. The final guide was then distributed as a PDF.

Art Direction, Graphic Design, Design

2011
X GAMES + Deck Art

Art Direction, Graphic Design, Illustration

2011
HOT WHEELS + Motorsports

Mattel asked 13THFLOOR to create to again create a library of kustom artwork for Hot Wheels "Motorsport" theme global style guide. Designed around a concept of authentic international racing meets the intense hyper real world of the Hot Wheels vehicles. SInce Co-Owner/Design Director Dave Parmley has raced cars and along with Co-Owner/Design Director Eric Ruffing have had a life long love of fast, loud wheeled vehicles it was an easy project to understand and derive inspiration from.

Again as with the "Tuner" collection done for the same style guide we imagined what a real Hot Wheels driver, pit crew and support team would do to brand themselves. Hot Wheels Global Licensees could then use this design system to create any of their needs be it labels, apparel graphics, publications, hard and soft goods.

13THFLOOR designed and produced the following for this collection:
• 28 Kustom Logos.
• 17 Composed Designs.
• 9 Hot Wheels Logo Variations.
• 7 Repeat Patterns
• 10 Vector Vehicle Drawings.
• 24 Graphics Elements
• 34 Product Graphics Executions/Examples.

Art Direction, Graphic Design, Icon Design

2011