Creative Director · Designer
The breakthrough came when we stopped thinking of World Supercross as a traditional motorsport and started seeing it as a global subculture.
It captured the visceral thrill of the sport, it celebrated the subcultural swagger of the community, and it signalled the global ambition to take this experience to new audiences.
Design is not decoration, it's declaration. We don't make things pretty; we make things mean something.
Campaigns say things, but culture proves them.
Creativity is not being automated. AI is great at looking back—it's really good at deductive thinking. But real creativity—that's when we look forward.
Design is the whole damn cake. It's where values become visible, where aesthetic intelligence means knowing the difference between decoration and direction.
Brands are more than visual identity systems. They're the operating systems of businesses, guiding decisions, strategies, and relationships.
A brand should guide decision-making, partnerships, and impact, not just act as a retrospective measure of success.
Have the courage to trust a strong idea even when it defies conventional metrics.
Never stop learning. Branding is a journey of continuous evolution.
Zag developed a bold new brand identity and strategy for the World Supercross Championship, repositioning it from a niche motorsport to a global cultural movement. The rebrand centers on the platform 'Make Dirt Fly', combining gritty visuals, custom typography, and a modular design system to reflect the sport’s authenticity and global ambitions. The project aims to connect fans worldwide while maintaining the raw energy of Supercross culture.
Creative Boom’s article covers a talk by James Hurst, CCO at Zag and former head of brand design at Google, hosted for members of The Studio. Hurst discussed his philosophy that design should be a declaration rather than decoration, emphasizing authenticity, cultural impact, and the sacred nature of human creativity. The session encouraged designers to use design as a tool for meaningful change rather than mere marketing.
Creative Boom has launched The Studio, a private online community for creative professionals that has quickly grown into a global hub for learning and networking. The platform offers curated events, workshops, and discussions led by industry leaders, providing freelancers and creatives with meaningful connections and practical insights. The article highlights its rapid growth, notable speakers, and upcoming sessions throughout 2025.
Creative Boom profiles designer James Hurst and his second edition of 'Use Design To Design Change', a book reframing branding as a strategic operating system rather than a visual identity. The article explores Hurst’s frameworks, such as Launch, Scale, Adapt, and his advocacy for storytelling, purpose, and continuous evolution in brand building. It also highlights his initiatives like Rogue School and his emphasis on sustainability and cultural awareness in design.