HAWK PERFORMANCE

From the street to the track. Hawk Performance specializes in high performance brakes and brake components. Hawk Performance was looking to launch a refreshed and renewed identity with a strong focus on performance and street initiatives. The transition of this positioning would be executed not only through over arching brand communications, but across multiple messaging platforms. Diving into the heart of the tuner and performance enthusiast environments, I led the development of a new brand positioning strategy focused on the revitalization and subsequent relaunch of the Hawk Performance brand. Additionally (and adding the opportunity to return to my home state off Wisconsin) I was also tasked to spearhead the development, planning and brand visibility for the newly acquired sponsorship of The Hawk at Road America with Brian Redman, held at Elkhart Lake.