How Kustodian helped bring a rugged, rebel brand to life through design, storytelling, and execution.
When JMR launched Road Diamond in 2021, the goal was clear: to disrupt the local transport industry with a parts brand built for African conditions, delivering quality, durability, and affordability. However, as any brand builder knows, a great product is only the first step. Making an impact in a saturated and competitive market requires a compelling presence – one that tells your story before a single word is spoken.
For Road Diamond’s first showcase at Automechanika Johannesburg 2024, the team turned to Kustodian to lead the charge. From conceptual design to execution and content creation, Kustodian took the reins to translate the Road Diamond brand into a physical, visual, and emotional experience that left a lasting mark on the industry.
Translating Brand into Structure
Automechanika is no small stage. As one of the premier automotive exhibitions on the continent, it was the perfect opportunity for Road Diamond to establish its credibility and vision. But to truly cut through the noise, the brand needed more than just a stall; it needed a statement.
Drawing from Road Diamond’s dual brand archetypes – The Hero and The Rebel – Kustodian conceptualised a stand that was both rugged and refined. Our team selected every design element to echo the brand’s ethos of strength, practicality, and defiance of the status quo. Think black steel cladding, stainless steel finishes, thick glass, face brick wallpaper, and leather furniture – a material palette that fused toughness with confidence.
The layout showcased Road Diamond’s product range with intention, while a dedicated coffee corner softened the space and welcomed attendees in. It was a subtle but strategic addition – a space for honest conversations and connection, while staying true to the brand’s strong, grounded identity. Pops of turquoise cut through the black with energy, giving the stand the kind of visual punch that turned heads and drew a steady stream of foot traffic throughout the event.
Taking the Lead on Execution
Kustodian isn’t just a design agency. We step into the role of strategic partner, taking ownership of brand expression across every touchpoint. For Road Diamond, this meant not only designing the stand but managing the production: briefing and supplying the production team with very detailed drawings of the stand, measurements and instructions for setup.
This approach freed the Road Diamond team to focus on what they do best: connecting with the industry. By handling every element, from printed collateral to installation and final checks, Kustodian ensured that nothing diluted the brand’s moment of introduction.
Storytelling Through Film
Visual identity is one thing. Emotional resonance is another. To ensure Road Diamond’s ‘why’ landed with clarity and impact, we produced a brand video that looped on a screen throughout the event.
Through carefully curated footage of their warehouses, workshops, product shots, and rugged African roads, the video painted the whole picture: a local brand born from decades of transport experience finally stepping up to serve a market long ignored. The narrative made the brand feel real, showing grit, purpose, and pride in equal measure.
The video wasn’t just a background feature but a core part of the stand’s ability to draw people in and start meaningful conversations.
Results That Matter
The debut was a success by every metric that counts. Road Diamond’s stand received significant attention and praise, with substantial foot traffic, industry recognition, and increased brand awareness. But more than that, it planted a flag: this brand understands the market, values its customers, and isn’t afraid to challenge the norm.
At Kustodian, our job isn’t just to execute, it’s to elevate. We translate business goals into brand experiences that speak clearly, boldly, and strategically. With Road Diamond, we helped bring a proudly South African brand into the spotlight: on its own terms, and in its own voice.
