Overview
Frantic is a skateboard wheel brand that defies the traditional, retro associations commonly linked to skateboarding. Catering to those who crave highly personalized and customizable skateboarding experiences, Frantic combines meticulous quality with a range of intriguing, one-of-a-kind collections. The brand’s ethos centers around individuality, creativity, and pushing the boundaries of what skateboarding gear can be.

Approach
The Frantic project began with a comprehensive strategy and research phase, laying the foundation for the brand’s unique identity. This phase included a creative brief to define the target audience and project goals, positioning analysis to carve out a distinct market niche, competitive analysis to differentiate Frantic from existing brands, and moodboarding to establish the visual and emotional tone of the brand. Extensive sketching of various identity and interface options followed, ensuring that every design choice was intentional and resonated with the brand’s core values. Sitemapping and wireframing were also crucial steps, guiding the development of the brand’s digital presence and user experience.

The final logo is hand-lettered and locked into a circular format that mirrors the shape of skateboard wheels. This circular design not only enhances brand recognition but also allows for versatile application across various mediums. For instance, the logo can be animated or tiled to fit different formats, such as the custom packaging tape, adding a dynamic element to the brand’s visual identity. The lettering style itself is a blend of modern blackletter typography, known for its angularity, and the raw, expressive forms of graffiti and punk lettering. This fusion reflects Frantic’s rebellious spirit and commitment to breaking away from convention.

Frantic’s color palette is another distinctive feature, dominated by a bold black and a striking bright mint green. This combination is highly recognizable and also unifies the overall brand, which embraces variety and spontaneity. The typography further reinforces Frantic’s no-nonsense attitude, utilizing the Knockout type family for its tough, durable forms. With a wide range of widths and weights, Knockout provides a flexible system that can adapt to various design needs without ever becoming dull or repetitive.

Collaboration is at the heart of Frantic’s branding strategy, particularly with up-and-coming skateboarders. These partnerships lend authenticity and credibility to the brand, resonating with its target audience of trend-setters aged 15–28. The brand’s digital presence is equally dynamic, featuring ambient video that constantly showcases skateboarders in action within street environments. This not only highlights the product in its natural setting but also reinforces the brand’s connection to the skateboarding community.

The website design is packed with micro-interactions and special details that keep users engaged and reflect the brand’s energetic vibe. Social media integration is prioritized across the homepage and other digital touchpoints, ensuring that Frantic reaches its target audience where they are most active. A standout feature of the website is the customization tool, which allows customers to create their own wheel sets by choosing from endless combinations of colors, graphics, styles, and configurations. This feature perfectly aligns with Frantic’s ethos of individuality and creativity, empowering users to express themselves through their gear.