Let's Go Racing

The newest IndyCar racing team turned to 86 to build a youthful, tech-oriented brand.

A strong, youthful brand

The team at Connect Racing needed a clear voice and brand vision in their quest to take on the 500 laps at the Indianapolis Motor Speedway (and dozens more across the globe).

The goal for our creative team was to determine a brand that combines three core elements of the Connect experience: the tradition of motor racing (see the red bricks?), the relevance of modern technology (see the OS font "C"?), and two-way communication between fans and racing teams (see the text/chat bubbles?).

86 went deep into understanding our audience and went on to build a brand that gave our team confidence and clarity in communicating who we were.
Doyle Baxter
CEO, Connect Racing