When Patrick Perry approached us it was through Dustin’s Instagram influencer account @calrunr. He was looking for a reel on an established IG account that showcased his bump stops (more on those later) and how you installed them on a 5th Gen Toyota 4 Runner. We came to an agreement on a series of Instagram reels, and kicked off an amazing partnership.

After creating social content for Perry, it was obvious to me that they needed a more appropriate logo for their brand. Their current logo was a fine script, and they were targeting off road enthusiasts who are pretty hard on their vehicles, and looking for tough brands and products. The logo needed to be stronger. Bolder. Patrick agreed and we worked together to develop the Perry logo, which is visually based on the bump stop inserting into the frame of the vehicle, which creates the iconic “P” for Perry Parts.

So, what is a bump stop? Bump stops are components added to a vehicle suspension system that aid in absorbing shock and provide cushioning on the hard hits a vehicle takes when overlanding and off roading. Bump stops also help reduce damage to your vehicle as they act as a barrier to prevent impact between metal suspension components and the frame of the vehicle.

Our logo process involves three phases, one of them where we share up to 10 digital sketches that meet the client’s needs and objectives. From there, we narrow to three, then down to one. Below are a few of the logo options that we proposed to Patrick during the process. There were two potential objectives here. 1. Convey the durability of the product. 2. Convey the unique additive 3D printing process that Perry uses to create their bump stops. Note: The printers are shaped like cubes and lay down material in overlapping lines.

My recommendation was the logo in the lower left, and Patrick agreed. Once the logo was selected, we developed an abridged logo guidelines and brand toolkit. Our logo guidelines consist of logo variations, social icons, color palette, business cards, and fonts.

In Perry’s case, we also did an edition of logo merch that ended up in a gift box for his brand ambassadors, and eventually to sell to customers via his website.

Since Perry Parts came in through Dustin’s influencer account, this project grew in surprising directions. Ideally we’d start with a positioning statement, but we went from reels and quickly into logo development so the new influx of product orders would have the new branding. Originally we’d done a quick placeholder positioning to inform the logo, and later completed a full positioning process (out of order) after the logo. Here’s where we landed with Perry’s final positioning:

We recently created a mission and vision statements as well as the brand manifesto (not shared here). Some of the messaging was used in a digital campaign that ran on relevant sites, blogs and forums. The following are frames from an animated banner that ran on Trail4runner.com and drove clickers to the Perry Parts website to complete the story and to purchase bump stops for their specific make and model.

These are a few individual static banners that were placed on relevant blogs and websites.

Here’s the home page of the website (in progress) that we’re currently writing and designing.

In addition to influencer content, we also develop unique Instagram content for brands to place on their own account. In this case, Patrick Perry did some testing on his bump stops as well as those of the other major competitors and had compelling data that showed his actually performed equal or better in all criteria. So we recommended an Instagram carousel to get the word out.

Services: Creative Direction / Design / Branding / Brand Strategy / Social Media Strategy / Instagram Content / Ongoing Consulting
Client: Patrick Perry / Perry Parts