The objective was to re-brand in order to help sell a practical, functional, home-grown product*; a product that enables mountain bike enthusiasts to enjoy their sport while minimising limitations.
The bike rack is the only vertical car rack that fits any mountain bike in North America; Thus, the rack takes up no more space when holding either 2 or 6 bikes. The overall branding was kept simple to focus on featuring the product's unique selling point; the final logo mimics the bike tire alignment when mounted on the car rack. The orientation of most of the marketing material was made vertical, just like the product itself.
*This was a theoretical student project. North Shore Racks is an existing product: northshoreracks.com.