Red Bull Rampage x Carvana
Red Bull Rampage x Carvana
Overview
Carvana partnered with Red Bull to sponsor Red Bull Rampage in Zion National Park, teaming up with 2023 contestant Jaxson Riddle. We launched a bike giveaway, upgraded his truck, and created branded content around his Carvana experience.
Client:
Carvana
Year:
2023
Role:
Visual/UI Designer
Project Type:
BRANDING
UI DESIGN
Overview
Carvana partnered with Red Bull to sponsor Red Bull Rampage in Zion National Park, teaming up with 2023 contestant Jaxson Riddle. We launched a bike giveaway, upgraded his truck, and created branded content around his Carvana experience.
Client:
Carvana
Year:
2023
Role:
Visual/UI Designer
Type:
BRANDING
UI DESIGN
Overview
Carvana partnered with Red Bull to sponsor Red Bull Rampage in Zion National Park, teaming up with 2023 contestant Jaxson Riddle. We launched a bike giveaway, upgraded his truck, and created branded content around his Carvana experience.
Client:
Carvana
Year:
2023
Role:
Visual/UI Designer
Project Type:
BRANDING
UI DESIGN
Process
I was the sole designer on this project, brought on for my experience creating high-performing Carvana landing pages. After syncing with our Brand Coordinator on the brief and deliverables, I dove into the campaign manifesto to shape the creative direction. My focus was on incorporating subtle, thoughtful design touches that enhanced the experience while staying true to Carvana’s brand. One of the biggest challenges was the lack of official photography, so I pulled assets from Jaxson’s previous Rampage ride to use as stand-ins during early design rounds.
I was the sole designer on this project, brought on for my experience creating high-performing Carvana landing pages. After syncing with our Brand Coordinator on the brief and deliverables, I dove into the campaign manifesto to shape the creative direction. My focus was on incorporating subtle, thoughtful design touches that enhanced the experience while staying true to Carvana’s brand. One of the biggest challenges was the lack of official photography, so I pulled assets from Jaxson’s previous Rampage ride to use as stand-ins during early design rounds.
Concept
The final concept, approved by Jaxson’s team and Carvana stakeholders, captured the rugged energy of mountain biking while staying on-brand. I leveraged our core brand shape, the circle, and layered in mountain-inspired forms to create a repeating topographic pattern and a jagged mountain-edge graphic. These became key visual elements across all partnership assets.
The final concept, approved by Jaxson’s team and Carvana stakeholders, captured the rugged energy of mountain biking while staying on-brand. I leveraged our core brand shape, the circle, and layered in mountain-inspired forms to create a repeating topographic pattern and a jagged mountain-edge graphic. These became key visual elements across all partnership assets.
Art Direction
With no existing assets for the Red Bull Rampage partnership, I traveled to Utah to art direct a dedicated shoot. Being on-site let me guide visuals to fit the design system and control key details like lighting and backdrops, ensuring a cohesive, on-brand result across all touchpoints.
Art Direction
With no existing assets for the Red Bull Rampage partnership, I traveled to Utah to art direct a dedicated shoot. Being on-site let me guide visuals to fit the design system and control key details like lighting and backdrops, ensuring a cohesive, on-brand result across all touchpoints.
Art Direction
With no existing assets for the Red Bull Rampage partnership, I traveled to Utah to art direct a dedicated shoot. Being on-site let me guide visuals to fit the design system and control key details like lighting and backdrops, ensuring a cohesive, on-brand result across all touchpoints.
Landing Page
I built a flexible template and modals based on the approved design direction, ensuring it could easily scale and adapt to future assets. I also optimized the layout for mobile responsiveness to maintain a seamless experience across all devices. Since we were in the middle of transitioning to the new Carvana Blue and Inter font across our .com site, the product team requested that I use the existing 2.0 design system for the landing page UI.
I built a flexible template and modals based on the approved design direction, ensuring it could easily scale and adapt to future assets. I also optimized the layout for mobile responsiveness to maintain a seamless experience across all devices. Since we were in the middle of transitioning to the new Carvana Blue and Inter font across our .com site, the product team requested that I use the existing 2.0 design system for the landing page UI.
Marketing
Beyond the landing page, I developed a full set of supporting marketing assets to amplify the campaign. This included homepage and SRP tiles to drive traffic, event signage for our Carvana booth at Red Bull Rampage highlighting the giveaway bike, and a branded bandana as a giveaway item for event attendees. Each piece was designed to maintain visual consistency with the overall campaign direction and reinforce brand presence both online and on-site.
Beyond the landing page, I developed a full set of supporting marketing assets to amplify the campaign. This included homepage and SRP tiles to drive traffic, event signage for our Carvana booth at Red Bull Rampage highlighting the giveaway bike, and a branded bandana as a giveaway item for event attendees. Each piece was designed to maintain visual consistency with the overall campaign direction and reinforce brand presence both online and on-site.
Outcome
The results exceeded expectations. We saw strong site traffic and engagement, with over 200 entries submitted for the giveaway. The design direction was well-received by all stakeholders, and I was recognized for my contributions during our fortnightly company meeting.