HoopAI designed the complete company profile for Hashman Automotive, an ambitious automotive customization and detailing brand built on the conviction that every vehicle is a canvas. The brief demanded a document that could hold its own in a premium client meeting, something that communicated craft, precision, and personality before a single word was read. The result is a 32-page publication that functions as both a brand manifesto and a commercial services catalogue.
The visual identity running through the deck is anchored in a high-contrast black-and-white foundation, with a single red accent deployed with discipline: appearing in the brand's tagline, key chapter openers, and italic pull-quotes to signal energy without noise. A custom geometric wordmark in modified bar-segment letterforms gives the brand a distinctive industrial-yet-refined quality, while the charging rhino mark, rendered in full colour for chapter headers and as a ghost watermark on interior spreads, gives the system both authority and adaptability across registers.
Photography and layout do the heaviest lifting. The services section runs on a consistent split-grid: text on a clean white column with a tonal ghost-rhino watermark, paired against a full-bleed editorial photograph that fills the right half of each spread. Workshop close-ups, interior material studies, and supercar renders were curated and sequenced to build atmosphere rather than simply illustrate services. Cover and back cover are dark full-bleed CGI automotive renders shot in near-total shadow, with red speed-line accents that frame the Hashman wordmark: a cinematic opening and closing that brackets the entire document.
The typographic hierarchy moves from heavy bold display heads to an italic serif used exclusively for benefit statements and sub-headings, a pairing that balances industrial weight with a sense of considered luxury. Chapter breaks use bold all-caps typographic statements on white ground, with the rhino icon scaled up as an isolated graphic moment. Together, the layout system, colour restraint, and editorial photography produce a profile that positions Hashman not merely as a service provider, but as an authority in bespoke automotive culture.
