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Ultra 8

Components of an unforgettable ride


ULTRA 8


Ultra-8 offers a high-calibre alternative to direct-from-the-manufacturer parts. The company is a proprietary label of Altrom, a large North American auto parts supplier whose brand we also recently updated (see here for our work on Altrom). Ultra-8 parts offers perfect fit, Altrom’s steely reliability, and a very competitive value. With a complete range of parts, and streamlined packages of parts for better coordination of routine jobs (i.e., brake kits, suspension, exhaust, etc.),

Ultra-8 is the perfect plug-and-play solution for aftermarket components. We were asked to create a brand for Ultra-8 with heavy horsepower, and strong consumer appeal. The results have left competitors stalled out in the pit, choking on fumes. (Figuratively, of course.)


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External combustion engine

The Ultra-8 brand is rooted in one of the best driving experiences there is: the city at night. The heat. The velocity. The road is all yours, your senses heightened – it’s a total rush as the lights whip by. That was the feeling we wanted to capture. The blistering light forms of the identity suggest a fiery, engineered speed, while bold blocks of red, white, and black fuel racetrack fantasies for everyday drivers and mechanics. This single image is strong enough to leverage across a large family of products of various sizes, ensuring brand cohesion in all applications.

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Driving differentiation

The brand personality for Ultra-8 is a direct offshoot of that of Altrom, and thus reflects all of the same attributes: precision, solid performance, a punchy and dynamic velocity. At the same time, the Ultra-8 brand must stand apart, with product elements that Ultra-8 alone owns in the marketplace.

Ultra 8 Workshop
Ultra 8 iPad

Asphalt aspirations

A conceptual brand campaign for Ultra-8 extends mundane parts to their ultimate, most satisfying conclusion: a sublime driving experience, where every road is all yours, and 5th-gear velocity is just the beginning.

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