Polaris is an American automotive company that manufactures and sells ATVs, UTVs,  motorcycles, snowmobiles, and even boats. Their current audience is mainly men ages 35-54 with at least $90k annual income, and their advertising is very bland and uncreative.

The goal was to give Polaris a new, fresh face and expand their market to a younger, under 35 audience, while also considering the untapped female market. Even competitors are neglecting this demographic- all of the visuals that exist for off-road vehicles are very male geared.

The visual style for this project was meant to be very cool, fun, and grunge, with inspiration from the snow and skateboarding culture. This nostalgic, Y2K vibe will appeal to a younger demographic.