Simpson reached out to me to design a Brand Book. They wanted to get back to the original mentality of the founder himself, Bill Simpson. With a nod to the past, the real push was to make sure the present and the future align with this same “Middle Finger” attitude.

“There isn’t a driver alive, macho or not, who’s not afraid of getting his ass burned up.” - Bill Simpson

“Because I was involved with simpson right from the beginning, I saw alot of things he did to improve his products. I mean, every time somebody got hurt he would change this, change that. He was just relentless about his stuff.” - Tom McEwen

We Are Relentless