Rocket Rack Brand Identity & Communications

Rocket Rack is a conduit and process pipe support system for industrial food and beverage environments. The system is engineered to cut installation labor time and costs, and is specially designed to comply with FDA guidelines.

Boston Creative developed the logo and marketing communications with two primary brand strengths in mind: speed and cleanliness. The proprietary Rocket Rack slot is featured prominently in the logo mark and also inspired the letter forms which have similarly rounded endpoints. The color scheme and zoomy logo mark lend a sense of speed that almost seems aerospace-inspired.

Beautiful lighting and pushed perspective turned what might have been mundane studio shots of metal parts into gorgeous images that feel more like those of sports cars or high end surgical equipment.