Demon Racing

Going flat out to build a brand from the ground up


Founded in 2008 by Matt Szalai and Tyson Bzdell with just a pickup truck and 2 snowmobiles, Demon Racing has grow to a dedicated team of 3 drivers and 5 mechanics, along with a steady support crew of family and sponsors.

In addition to growing the team off the track, Demon Racing has enjoyed considerable success on it, consistently winning races throughout Canada and the United States and garnering an international reputation across the power toboggan racing community.

The Opportunity

Working in a space where brands are traditionally loud and brash, we aimed to punctuate the Demon logotype with aggressive design subtleties and flat, timeless graphics. Additionally, we set out to design a custom numbering system that would be adaptable to the various surface angles found on a snowmobile. Lastly, the identity needed to adapt well to digital environments, given Demon Racing’s impressive social media reach.¬†

Services Provided


  • Brand Strategy


  • Brand & Identity Development
  • Graphic Design, Illustration¬†& Iconography
  • Style Guides¬†& Toolkits
  • Merchandise & Uniform Design