When my client acquired the rights to the Dusty Times brand, they weren't entirely sure what to do with it just yet. They knew it had historical equity in the off-road racing community, but its original form's time had come and gone.
Legacy reborn
An industry institution, the original Dusty Times fell victim to digital age and the internet. Race results, classifieds and after-market part ads were packed into each newsprint rag zine passed out and race events. But the print form couldn't sustain the advent of the 24 hour digital news cycle nor the explosion of large-scale peer-to-peer and direct-to-consumer marketplaces like Craigslist and eBay. The publication faded and the brand became stagnant.
Custom Wheel House acquired the rights to the brand when they became available and branched out to see who could envision an evolution of the platform. Under the creative direction of Boyd Jaynes (photographer and off-road racer) and my design direction, the new Dusty Times was conceived and reborn as an annual lifestyle journal. Meticulously authored and designed, thoughtfully printed and published as roughly 120 pages of bespoke content.
The creative vision
Each issue brings with it a specific theme and art direction to match. This overarching theme serves as a compass, directing not only the content of the features but also the visual style employed to convey the idea across the book and collateral materials.
This thematic idea is carried through to the publications coveted VIP box delivered as a meaningful gift to Custom Wheel House's partners and friends at year's end.
A love letter to lifestyle
The Dusty Times annual book and VIP box is a carefully curated and exclusive marketing initiative meant to honor and strengthen relationships with key stakeholders and enthusiasts, providing a memorable experience that goes beyond a newsstand periodical.
It is a celebration of the culture and the lifestyle it documents. Priding ourselves on "pointing the camera the other way," we strive to shine a light on the fringe stories just outside the spotlight. Instead of the louder, better, faster or digital mediums, we focus on the thoughtful, introspective, and timeless craft of storytelling in print.
Follow along at dustytimes.com →