Drag Racing —
The Fastest Sport on the Planet
Born in the backroads of a post WWII America, drag racing’s roots are a bit extraordinary; What started out as tests of raw, home grown speed, power and audacity eventually became organized under the National Hot Rod Association and turned into one of our greatest motorsports of our time. But since its heyday, the NHRA’s fan base has diminished, even while the drivers and cars have continue to excel to become literally the fastest sport on Earth. The NHRA needed a makeover – one that invited everyone to the table. Not just the core.
Client
National Hot Rod Association
Project
Brand Campaign
Deliverables
Brand Repositioning, Campaign Style guide, Digital Content
The Idea
SPEED IS MEANT TO BE SHARED
In order to grow beyond its base, we realized that the brand overhaul needed to bring people inside and show them what makes the NHRA unique. The NHRA isn’t something precious and off limits. With such close access to the drivers and the cars… It truly belongs to the fans—all you need is a love of speed. Especially the crazy kind—the hell-raising, earth-shaking, nitro-fueled, don’t blink kind of speed. This was our inspiration, turning the strategy into a battle cry. Speed for All is not just a platform declaration or a tagline, it’s an invitation to all those who appreciate the power, audacity and speed of NHRA.
The Execution
BUILDING FROM THE CORE OUT
Digging into the NHRA archives and resources, we found a gold mine of images and footage. Not just the images of speed and power, but of the community and personalities behind it all. We paired this with a fresh mantra, and a bold new visual language that ties all NHRA’s branded and co-branded communications together. Something simple, modular and easily adaptable to any media environment—so that an entire constellation of designers, media partners, track owners and promoters can all use it to support a multitude of events each year.
