Biggest Wheel

Biggest Wheel operates America’s two largest portable Ferris wheels, and their brand needed to feel as monumental and exciting as the attractions themselves. I led a comprehensive refresh of their visual identity, modernizing the icon, expanding the color palette, and introducing a flexible typographic system.

The new branding balances whimsy and professionalism: it captures the joy and spectacle of the fair while remaining clear, approachable, and adaptable for marketing, events, and digital platforms. The updated identity debuted at the Florida State Fair as part of the America 250 initiative, giving the brand a cohesive, bold presence that resonates with both audiences and clients.

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