Sierra Sierra Enterprises is gaining momentum as one of the premier racing teams in Open Wheel Racing, the proving ground for future Formula One teams. Motorsports is a big attraction in the world of television, where advertisers think in terms of millions of impressions, and a brand image has to be ready for prime time. To attract talented drivers and vital sponsorship dollars, the team needed to bring its ‘little guy’ image in line with its record-setting abilities. Designworks zoomed in on the team’s core values, unique audience demographics and the adrenaline rush of the racing world. We developed a unified brand identity around the Sierra Sierra logo, with new messaging, positioning and visual style. Our next step was to create a high-impact brochure for the company’s presentations to major sponsorship candidates, including many Fortune 500 companies. After reviewing the marketing dynamics of the Atlantic Open Wheel Racing series, we worked closely with the team to improve its website and better connect with talented drivers, sponsors and racing fans. With stronger branding, organization and functionality, the website became a powerful tool for promotional marketing before, during and after the racing season.
