lateral Racing

Light Description

The small-scale racing team that competes across two divisions of racing. One against other cars and one against the clock.

Project details
Lateral Racing
brand strategy / logo design / automotive brand design 
Date Created
4 weeks

The problem

This racing team takes part in two types of motorsport — The Porsche cup, and most recently, time-attack. They wanted an identity developed to start producing merchandise under the name and unify the looks of their track weapons.

The Solution

After learning the team’s long-term goals and the steps they’d be taking to reach their vision, we went ahead with an identity system. The research led us in a direction more to blend in with the sport, rather stand out from it. Along with the identity, we had the unique opportunity to design the livery for the cars.


The identity we developed was sharp. The logo that was versatile enough to suit the applications on the track and sparked off a broad range of artwork to be used on the team merchandise. 

On the track, the team is working their way up the ladder of the current season of the Porsche Cup. Off the track, they’re now collaborating with artists to feature on the merchandise and working on promotion.


  • Brand Strategy
  • Logo Design
  • Identity Asset Creation
  • Transport Livery Design
  • Website Strategy
  • Apparel Design
  • Team Uniform Design
  • Race Livery Design
Style Guide
Racing makes heroin addiction look like a vague wish for something salty.
Peter Egan
Visual Elements

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