Fireball Coatings
When I joined Fireball Coatings, the brand had recently entered the U.S. market with strong products but little foundational branding beyond its South Korean labels and marketing pieces. As part of a small creative team, I took on the role of shaping a cohesive and functional U.S. brand identity, one that honored the established Korean aesthetic while adapting it for a new audience and a more competitive landscape.
The challenge: Fireball arrived in the U.S. without a style guide, with inconsistent typography (primarily a customized Bank Gothic), and with marketing assets that didn’t translate cleanly to American design expectations. My task was to build a flexible, unified brand system for the U.S. market using only the product labels, scattered marketing materials, and reference assets provided by South Korea.
This included creating foundational brand elements, establishing visual consistency across digital and print, and developing scalable guidelines that could support everything from daily marketing content to trade-show environments.
Project Role: Branding, Art Direction, Digital/Print Design, Packaging
Tools Used: Adobe Illustrator, Photoshop, InDesign; Figma, Wordpress
Fireball's print materials showcase ceramic coatings, how to properly maintain them, detailing products, essential business insight and more.
While all of Fireball’s manufacturing, product labeling and packaging is made In Fireball’s proprietary facility in South Korea, resulting in an outstanding level of precision and ecosystem integration, we were able to develop bespoke products and packaging exclusive to the U.S. Market.
Although offering a wide variety of products to the general consumer, Fireball’s flagship coating line is only offered exclusively to vetted detailing professionals, and dealerships. Fireball Academy provides installers all around the country a hands-on experience using the lineup, as well as business insights for installers starting out or looking to grow their business.
Ignite is a special gathering organized exclusively for Fireball's Master Installers. It began in 2023 with the intention of being an annual event, aimed at celebrating Fireball's network of highly skilled installers.
Fireball made its debut at the 2022 SEMA Show, making it essential to showcase its extensive product lineup. This was achieved through engaging product demonstrations, informative graphics and print materials, and, most importantly, an unforgettable hands-on experience—resulting in over 700 new connections and an average 12% increase in website and social media engagement.
