MK Rally is an event organized by a membership-only businessmen club. Despite the common name, there is nothing common neither about the club, nor about its members. Beside being successful businessmen, all members share lots of exciting hobbies, including a thrill for rallies. Memebers of the club have previously participated in the popular Gumball 3000 rally across the world and then decided Russia needed one too.

Our task was to create an identity and visual style for the rally, that would include common visual codes for automobile sports lovers and would work on different merch types. Another important aim was to visually connect the rally brand to the club brand.

Club’s philosophy is based on the idea that a unity of people can form new powerful entities and open up new resources. A unity of several powerful individuals can be even more powerful than each of them separately. So, we decided to take a figure one as a basis for the identity. The tagline «Multiplying the good» that we created is used for both the club and the rally and supports the idea of unity and augmentation.

The club's logo, the custom typeface, the tagline and the + symbol that we use for showing rally routes remain unchanged from event to event, however, the pattern and colours change every time.

For the 2021 rally we offered a razzle dazzle pattern together with some natural elements and rally checker pattern in red and green. We also showed some examples of partial and full automobile branding, T-shirt branding (in every new town participants received a T-shirt with the accentuated town name on it), roll-ups and flags.

This is how the 2021 rally turned out.

The new rally event is coming up soon, we will show you how it turns out.

Ilya Lazuchankov, Managing partner

Alya Kryachko, Producer and strategist

Mikhail Ivanov, Art director

Andrey Romanenko, It was his idea