Case Studies Logos Services Art About Radio Contact
Case Studies Logos Services Art About Radio Contact

Dusty Times

Energizing An Institution

Created in the 1980s, Dusty Times was an original in an industry that champions authenticity. Before the internet and social media, Dusty Times was a periodical covering the news and obsessions of the off-road racing community. Racers would pine for seeing their names in newsprint. It quickly became the pinnacle of off-road racing reporting. But the internet changed all that. Hanging its hat on racing news and classified ads for top tier parts and services, the publication began to lose ground - like its other print brethren - and ultimately closed shop. The spirit endured, however. Nearly a decade later, Radsmth, supporting the creative direction of Boyd Jaynes, was tapped by Custom Wheel House to support the relaunch the brand.

The Challenge

Relaunch An Industry Institution

The direction of Dusty Times would need to change. We explored the landscape of what was lacking in the industry and what Dusty Times could come to mean in a way that its name deserved. The brand would relaunch into the space of print once more, but this time we'd set aside news and results and look to expose the stories untold; trade classifieds for the the unassuming art we knew was at the core of what drives the industry. It wasn't about winning and seeing your name in lights, it was about the love story between the Dusty Times community and getting outside to play dirty.

Part photo journal, part coffee table book, the new Dusty Times is an annual magazine sold per issue direct to customers. It covers the world of dirt; seeking to tell the stories on the fringe and previously unexplored pieces just outside the spotlight.

The Website

Representing Print Online

Abbreviated features and exclusive content are available at For Issue 01 we focused on the East Cape Retreat feature and offered up the GPS waypoints file for download so any reader can travel along with the Dusty Times travelogue of East Cape Baja. The Dusty Times website is built on the Shopify platform, integrating directly with Custom Wheel House's already existing warehouse and fulfillment infrastructure. This makes order management a breeze as the book is just a part number on their shelves and processed like any other part order.

Dusty Times Issue 01 is now available. Get yours now!

Case Studies

Read through the challenges and thinking behind some featured creative work. Be sure to reach out to chat through anything in more depth!