Defining a new benchmark in premium shooting experiences.
– Creative Direction
– Print Design
– Brand Identity
– Web Development
Clay shooting demands precision, control and discipline — qualities that inspired the foundation of Driven Clay Company. Established to deliver a superior shooting experience for both seasoned guns and newcomers alike, Driven combines traditional fieldcraft with a refined, modern approach.
To bring the brand to life, we developed a complete identity system from the ground up. The name ‘Driven’ captures the determination, expertise and forward motion of the sport itself — a word that conveys both movement and mastery. The logo takes inspiration from heritage gunmakers, balancing classic British craftsmanship with contemporary refinement. A crest-style emblem — depicting a poised spaniel within a traditional shield — anchors the identity, echoing values of precision, tradition and trust.
Typography was carefully chosen to express sophistication and heritage. A classic serif wordmark lends the brand an assured and timeless quality, while supporting typefaces introduce modern contrast for digital clarity. The colour palette centres on rich gunmetal tones, deep forest greens and muted golds — a nod to the rural landscape and the craftsmanship of fine sporting equipment.
Across print and digital applications, the brand system conveys understated luxury. Subtle textures, fine lines and generous spacing create a sense of confidence and composure. Each detail, from stationery to signage, reflects the same precision that defines every Driven experience — consistent, deliberate and beautifully executed.