WHITE PAPER:

Red Bull Mind the Gap is a flat gap competition, free to participants and open to both amateur and pro skaters. Held in urban spaces across the country, it runs in a simple, fast-paced jam format, where three judges watch for creativity, style, and execution—ultimately crowning the skater who throws down the best tricks over the gap.

We developed a suite of environmental and digital marketing pieces to support Red Bull Mind the Gap events, capturing the raw energy of the street skating scene. Inspired by the scuffed textures of a tail-slid deck, the grit of concrete, and the expressive brushstrokes of DIY zines and spot-built ramps, the design approach paid homage to skate culture’s unpolished, fearless spirit. Bold typographic treatments and motion-forward digital assets showcased standout contestants and iconic moments from past events, creating a cohesive visual identity that traveled with the tour—from alleyway gaps in Atlanta to midnight sessions in downtown L.A.—cementing Mind the Gap as more than just a competition, but a celebration of skateboarding at street level.