Until 2003, BRP (Bombardier Recreational Products) was part of Bombardier, a Canadian company whose origins date back to the 1930s, when Joseph-Armand Bombardier developed the first snowmobile. BRP comprises the product brands Sea-Doo (watercraft), Ski-Doo and Lynx (snowmobiles), Rotax (engines), Can-Am (on- and off-road vehicles), and Evinrude (outboard engines), among others. Many of the engines and vehicles have already received Red Dot awards for their product design. In 2016, BRP realised that, even after 13 years of being a stand-alone company, it was not yet perceived as an autonomous brand and that the individual product brands dominated the external perception. In addition, marketing and communications were focused primarily on wholesale and less on the end user – the riders of the vehicles. The goal of the brand repositioning was to build a more direct connection to the latter by switching from a product-centric approach to a customer-centric one in brand communication. This was accompanied by a return to what the brand stands for, namely mastering challenging terrain, technical innovations, design, the joys of riding and adventurousness. Accordingly, the new brand promise reads “Adventure by Design” and the logo’s look was revisited to feature black and white as corporate colours, complemented by silver / grey and the BRP yellow to create colourful accents. Among the key elements in the visual appearance are a vector, which has been derived from the 20-degree angle of the logo and is used for surfaces and lines, as well as black-and-white photography, which is unusual for the powersports segment and, therefore, has a high recognition value. The complete rebranding was implemented from the inside out, which means that all employees were first made fully aware of the new brand identity before it was brought outside, for example in the context of large-scale campaigns for the company’s 15th anniversary.