Red Bull Mobile operates across several markets, with internal teams and external agencies producing work in parallel. We gave the brand a new visual direction and built the Design OS that carries it into everything the company makes: a single place covering both product and communications, for anyone designing in either.

The brand was built downwards. Foundations first, then visual styles, iconography, tone of voice, motion principles, marketing templates and the component library, each one a consequence of the one above it. The aim was coverage: a system holistic enough that anyone building a product screen, a campaign or an Arabic-market adaptation would find the answer already in it, instead of inventing their own version of the brand and leaving everyone else to match it.