As Art Director on the NASCAR rebrand at Ogilvy, I helped lead the development of a bold new voice and visual identity designed to match the intensity and unpredictability of the sport itself. The goal was to move beyond clichés and reposition NASCAR as the high-stakes, adrenaline-fueled spectacle it truly is. We crafted a dynamic brand system built on bold typography, vivid color palettes, and high-impact collage compositions—pairing iconic race imagery with dramatic storytelling moments. This visual language was designed to mirror the chaos, speed, and emotion of a NASCAR weekend, capturing both the grit and glory in one cohesive brand expression. The result was a complete reintroduction of NASCAR to a broader, more modern audience—one that demands authenticity and energy. This work became a cornerstone for NASCAR’s evolving identity across digital, broadcast, and live event platforms, helping the brand reconnect with longtime fans while inviting new ones into the fold.