Velocity & ferocity
With attendance and viewership lagging, the Indy Racing League found itself in need of a major brand overhaul. They turned to us for the rebuild.
Knowing that speed and close competition are what appeal to fans most, we created a graphic backdrop that dramatized the blazing speeds at which Indy racers compete. Because race fans are also drawn to intriguing personalities, we worked to shape individual identities (essentially sub-brands) for key racers. Combined with customized pre-race promotional materials for each race city, the new campaign brought about a 12% increase in attendance.
