TEAM NASCAR Style Guide
NASCAR worked with our team to develop the consumer product style guide for TEAM NASCAR, a youth-focused licensing program designed to engage kids at every level through creative development inspired by the world of NASCAR.
Our work on this all-encompassing guide was driven by our Pre-Design Research and Creative Strategy development processes, through which we uncovered marketplace trends and graphic approaches that would appeal to the licensing program’s two distinct target segments – 2-5 year olds (Rookies) and 6-10 year olds (Kids). We then established a visual aesthetic against which all creative assets would be developed for each audience.
The Rookies segment features chunky-styled car illustrations, simple messaging and fun iconography for a soft, friendly appeal appropriate for a very young audience. The Kids segment features authentically-proportioned car illustrations, attitude-infused messaging and distressed textures for an edgy, aggressive appeal.
We then developed NASCAR-centric editorial phrases that capture the vernacular of the sport while highlighting key moments and attributes of NASCAR racing, and incorporated them, along with each target segment’s illustrations, into a broad range of design elements, including badges, patterns, borders, type treatments and iconography.
As inspiration for each segment’s proper visual aesthetic, we created product applications representing a wide variety of consumer product categories. Lastly, we created a packaging program for TEAM NASCAR that leveraged illustrations to appeal to each segment, yet maintained a cohesive retail brand statement through all other visual assets incorporated into the blister card, window box, closed box and hang tag packaging formats.