NASCAR, best known for stock car racing, wanted to create a more intimate experience for their audience and let them in on what goes on behind the scenes. GRAFX CO. delivered two distinct concepts that captured the look and feel of NASCAR's inner workings.
This first concept is a homage to old-school analog designers. It is a visual representation of NASCAR's backend, rich with technology but with a handmade vibe. The drafting paper and ink spills allude to the deconstructive nature of the pit crew as well as the demystification of NASCAR's production team.
The second concept was quite literal, emphasizing engineering, team strategy, and hierarchy. The transparent look at the car's internal parts and the block letters that highlight automobile components is not only an indication of what it takes for a vehicle to run but analogous to the methods of operation required to make NASCAR, the company, run. For this concept, GRAFX CO. went full CGI, digitizing the entire idea.