DODGE GHOUL CAMPAIGN

Project role: Brand identity, Logo

My love for muscle cars, and very specifically my love for the Dodge Challenger (since early high school), was the inspiration for this passion project. In 2023, Dodge began its transition into the EV arms race, and slowly ceased production of their big block V8 engines. They did several Last Call editions of their Challenger and Charger models, and I decided to add my own flare to the campaign.

My take on the iconic Hellcat emblem was inspired by a zombie rising from the dead, and re-emerging in a tattered and ghoul like state. The Ghoul emblem is missing it’s nose and has a tear at the eye. Along with that, the eye was given a neon glow as opposed to the usual red eye of the actual Hellcat RedEye trim.

I created an abbreviated brand guideline booklet for this specific campaign, including logo and word mark usage, color usage, font usage, etc..