NASCAR x MAVIS
Building a Brand at 200 MPH
Mavis’ NASCAR partnership required a brand system that could perform at speed, at scale, and across a wide range of physical and digital touchpoints — from race cars and driver gear to pit environments, campaign assets, and broadcast visibility.
ohn Paterno | Brand & Experience Art Director
2023–2024
Challenge
Designing for NASCAR meant balancing brand clarity with movement, distance, production constraints, and national visibility. The work needed to be bold enough to read at speed while remaining flexible enough to apply across cars, gear, environments, and campaign materials.
Role
I led NASCAR creative across paint schemes, gear, pit environments, and campaign assets in collaboration with Joe Gibbs Racing, Denny Hamlin, and Mavis leadership.
Designing for 200 MPH
Graphics were built for contrast, clarity, and instant recognition — designed to work in motion, on camera, and in real-world race environments.
A System Built to Move
Every surface had a different job. The car needed immediate visibility. Driver gear needed brand consistency. Pit and track environments needed to support the larger race-day presence. The system had to flex without losing recognition.
Brand in the Wild
The work lived beyond static design — appearing in live environments, broadcast moments, fan-facing spaces, and campaign extensions.
Impact
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Created a consistent visual system across race cars, gear, environments, and digital assets
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Supported national brand visibility through a high-profile sports partnership
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Delivered creative that performed across motion, scale, and real-world conditions
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Built a repeatable approach for ongoing race and campaign needs