Raven is a motocross gear and protection brand and a private label at Pierce AB. Working alongside the agency Funday, I led creative direction across identity, voice, and content systems, building a brand that feels confident, inclusive, and obsessively rider first. The core brand sentiment follows to the tagline “Rise to ride,” anchoring headlines and launch messaging. What we built: Three mark logo architecure, Typography system, Tone of voice, Photography principles, Community guidelines, Applications that travel and much more.