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. To amplify the partnership, we collaborated with 2023 contestant and Red Bull athlete Jaxson Riddle. Key initiatives included a mountain bike giveaway hosted on a Carvana.com landing page, truck upgrades for Jaxson, and content highlighting 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. To amplify the partnership, we collaborated with 2023 contestant and Red Bull athlete Jaxson Riddle. Key initiatives included a mountain bike giveaway hosted on a Carvana.com landing page, truck upgrades for Jaxson, and content highlighting his Carvana experience.
Client:
Carvana
Year:
2023
Role:
Visual/UI Designer
Type:
BRANDING
UI DESIGN
Process
I served as the lead and sole designer for this project, chosen for my proven experience creating high-performing Carvana landing pages. After collaborating with our Brand Coordinator to align on the brief and deliverables, I immersed myself in the campaign manifesto to ground the creative approach. I focused on incorporating subtle, intentional design patterns that elevated the experience while maintaining a cohesive connection to Carvana’s established brand identity. The main challenge was that I didn't have any official photography to work with so I had to pull unofficial assets from Jaxson's rampage from last year as a placeholder for my initial designs.
I served as the lead and sole designer for this project, chosen for my proven experience creating high-performing Carvana landing pages. After collaborating with our Brand Coordinator to align on the brief and deliverables, I immersed myself in the campaign manifesto to ground the creative approach. I focused on incorporating subtle, intentional design patterns that elevated the experience while maintaining a cohesive connection to Carvana’s established brand identity. The main challenge was that I didn't have any official photography to work with so I had to pull unofficial assets from Jaxson's rampage from last year as a placeholder for my initial designs.
Concept
The final concept I presented — and ultimately approved by stakeholders including Jaxson’s team, Visual Design Directors, and the Brand Team — captured the rugged excitement of mountain biking while staying true to Carvana’s brand language. I leveraged our core brand shape, the circle, combined with mountain-inspired forms to create a repeating topographic pattern and a rugged mountain-edge graphic. These elements became key components of the visual identity across all partnership assets.
The final concept I presented — and ultimately approved by stakeholders including Jaxson’s team, Visual Design Directors, and the Brand Team — captured the rugged excitement of mountain biking while staying true to Carvana’s brand language. I leveraged our core brand shape, the circle, combined with mountain-inspired forms to create a repeating topographic pattern and a rugged mountain-edge graphic. These elements became key components of the visual identity across all partnership assets.
Art Direction
Since there were no preexisting assets for this new partnership with Red Bull Rampage and Jaxson, I traveled to Utah with our production crew to art direct a dedicated asset shoot. Being on-site allowed me to guide the visuals to match the layout and design system I had established, while maintaining control over key details like time of day and backdrop selection. This ensured the final imagery aligned seamlessly with the brand direction and delivered a cohesive visual experience across all touchpoints.
Art Direction
Since there were no preexisting assets for this new partnership with Red Bull Rampage and Jaxson, I traveled to Utah with our production crew to art direct a dedicated asset shoot. Being on-site allowed me to guide the visuals to match the layout and design system I had established, while maintaining control over key details like time of day and backdrop selection. This ensured the final imagery aligned seamlessly with the brand direction and delivered a cohesive visual experience across all touchpoints.
Art Direction
Since there were no preexisting assets for this new partnership with Red Bull Rampage and Jaxson, I traveled to Utah with our production crew to art direct a dedicated asset shoot. Being on-site allowed me to guide the visuals to match the layout and design system I had established, while maintaining control over key details like time of day and backdrop selection. This ensured the final imagery aligned seamlessly with the brand direction and delivered a cohesive visual experience 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.
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.