Created as the performance and customization division of the Bill Howell Ford automotive group, a brand built to bring attitude, personality, and lifestyle culture into the dealership experience. 8 Ball developed a bold visual identity system designed to match the energy behind the name while giving the new venture a recognizable presence from day one.

Centered around the now-signature donkey skull mark, the branding was created to extend far beyond a logo and function as a lifestyle brand across multiple touchpoints. From shop murals and merchandise to tailgates, leather headrests, and custom applications, the identity helped transform Billy’s Badass Customs from a dealership program into a brand with its own culture, audience, and momentum.