Client:
Craig Jones (Owner of SCCR Simsport)
Brief:
Rebranding Identity, Number Board & Banner Decal, and Social Media Promotion
Tools:
Photoshop, Illustrator and iRacing
In 2022, Craig told me he was putting together an endurance championship on iRacing. After the last year’s successful hosting of a stand-alone event, he wanted to go big! After observing for a while, I asked him if I could help him promote and rebrand his championship.
Before working on an identity, I needed to solve a copyright issue with the current logo. Craig had used part of the FIA World Endurance Championship logo and combined it with his team’s logo. I knew the logo needed to change.
In designing a new logo, I wanted to keep the same design style with its smooth and rounded edges. I kept the sweeping connecting design idea from the “C” to the “E” and used the same design language from the “S” to create a new “E” shape that had a similar look. Along with the changes to the “E”, which was the main issue with the redesign, I also took the “C” that Craig had with his Sim Racing team’s logo and used it here to make it fit together. Finally, I changed Craig's font choice for the text below the main logo to Avenir Light to fit with the modern style.
Along with Rebranding the championship logo, I helped create promotional work for social media. I wanted to make this championship unique compared to the others, something that other series weren’t doing. My idea was to create custom icons for every round of the championship, each with it’s distinctive style for the location of the race.
I created a design style for the Race Day poster graphic that looked like the cars were racing in a fantasy comic world. Using inspiration, I found other championships like WEC (World Endurance Championship) with their dreamy-like style. I created a template to show Craig for his approval, which he loved.
The details matter. Customizing number boards and decals in a unique, charity championship adds value to the brand and can make it stand out from the standard league championship.
Unfortunately, the charity championship didn’t go ahead. Perhaps with a stronger marketing plan, Craig will be more successful in the future. Until then, it will be a part of the long history of exciting projects that were never meant to be.