Discovery Channel Brand Partnership
Gas Monkey Garage
Discovery Channel Brand Partnership
Gas Monkey Garage
Branding
Apparel
Apparel
Illustration
Results
Results
• 12,000 shirts produced across artist series merchandise line
• World record celebration designs for 310 mph Badd GT record
• 24-hour turnaround delivery for world record merchandise launch
• Collector's market created for limited-edition world record shirts ($60-80 retail)
• Direct collaboration with Richard Rawlings and marketing team
• Multi-brand partnerships including Gorilla Glue sponsorship integration
• Event branding for Tacos and Tires community car meets
• Restaurant concept development for Gas Monkey Primos Cantina
• 12-15 unique designs with 8-10 reaching final production
• 12,000 shirts produced across artist series merchandise line
• World record celebration designs for 310 mph Badd GT record
• 24-hour turnaround delivery for world record merchandise launch
• Collector's market created for limited-edition world record shirts ($60-80 retail)
• Direct collaboration with Richard Rawlings and marketing team
• Multi-brand partnerships including Gorilla Glue sponsorship integration
• Event branding for Tacos and Tires community car meets
• Restaurant concept development for Gas Monkey Primos Cantina
• 12-15 unique designs with 8-10 reaching final production
About
About
Two-year freelance partnership with Discovery Channel's Gas Monkey Garage creating merchandise, event branding, and promotional materials. Collaborated directly with Richard Rawlings and marketing team on artist series apparel, world record celebration designs, and community event branding.
The Challenge: Create designs capturing Gas Monkey's automotive culture and community spirit while meeting tight production deadlines and diverse project requirements—from mass-market merchandise to exclusive collector items to event branding.
Strategic Approach: Authentic automotive culture storytelling through illustration. Balanced collectible appeal with mass market viability for merchandise lines. Emphasized community-building aspects of car culture rather than just product focus. Adapted existing brand elements for new ventures while maintaining core Gas Monkey recognition.
Two-year freelance partnership with Discovery Channel's Gas Monkey Garage creating merchandise, event branding, and promotional materials. Collaborated directly with Richard Rawlings and marketing team on artist series apparel, world record celebration designs, and community event branding.
The Challenge: Create designs capturing Gas Monkey's automotive culture and community spirit while meeting tight production deadlines and diverse project requirements—from mass-market merchandise to exclusive collector items to event branding.
Strategic Approach: Authentic automotive culture storytelling through illustration. Balanced collectible appeal with mass market viability for merchandise lines. Emphasized community-building aspects of car culture rather than just product focus. Adapted existing brand elements for new ventures while maintaining core Gas Monkey recognition.
2-Year Freelance Creative Partner
"Nikolai delivered exactly what we needed when we needed it. When we broke the world record with our Bad GT, he turned around three killer designs in less than 24 hours - and those shirts became instant collector's items.
He gets our brand and our community, whether he's designing for our artist series that sold over 10,000 units or creating graphics for our Tacos and Tires events.
Working directly with him on video calls, I could see he understood what Gas Monkey is all about. He's the kind of creative partner every brand needs.
"Nikolai delivered exactly what we needed when we needed it. When we broke the world record with our Bad GT, he turned around three killer designs in less than 24 hours - and those shirts became instant collector's items.
He gets our brand and our community, whether he's designing for our artist series that sold over 10,000 units or creating graphics for our Tacos and Tires events.
Working directly with him on video calls, I could see he understood what Gas Monkey is all about. He's the kind of creative partner every brand needs.
Richard Rawlings
Owner, Gas Monkey Garage
Owner, Gas Monkey Garage
2-Year Freelance Creative Partner
"Over two years working with Nikolai, he proved himself as more than just a freelancer - he became an extension of our creative team.
From the artist series merchandise that drove serious revenue to event branding that captured our car culture community perfectly, he consistently delivered designs that looked great and performed even better.
His ability to work under pressure was incredible, especially during our world record project where he nailed the creative brief with almost no time to spare. He's reliable, creative, and really understands how to translate brand vision into results."
"Over two years working with Nikolai, he proved himself as more than just a freelancer - he became an extension of our creative team.
From the artist series merchandise that drove serious revenue to event branding that captured our car culture community perfectly, he consistently delivered designs that looked great and performed even better.
His ability to work under pressure was incredible, especially during our world record project where he nailed the creative brief with almost no time to spare. He's reliable, creative, and really understands how to translate brand vision into results."
Brandon DePrato
Head of Creative & Video, Gas Monkey Garage
Head of Creative & Video, Gas Monkey Garage
Apparel Illustrations Created For GMG Artist Series
Apparel Illustrations Created For GMG Artist Series
Merch For World Record Fastest Street Legal Car
Merch For World Record Fastest Street Legal Car
Tacos N' Tires Car Rally Merch
Tacos N' Tires Car Rally Merch
Gorilla Glue 2022 Lonestar Rally Merch
Gorilla Glue 2022 Lonestar Rally Merch
Primos Gas Monkey Cantina Branding
Primos Gas Monkey Cantina Branding
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