Designing a brand with zero personality

This week, we’re going behind the scenes of one of CJ’s favourite brand identity projects to date: the complete rebrand of Mike Lane.

Mike has spent the last 10 years building an incredible business creating highly detailed modifications for scale models inspired by films like Back to the Future, Batman, Jaws, Terminator and Fast & Furious.

But after a decade of growth, the brand had outgrown the handwritten signature logo Mike had created himself.The challenge was to take something incredibly personal, handmade and full of passion, and evolve it into a brand that felt more established, engineered and trustworthy, without losing the personality that made people love Mike Lane in the first place.