A racing team driven by the pulse of motorsport. Dedicated to the fans, and the pursuit to win.
As a team with very little heritage, Straight Cut Motorsport was finding it hard to build a fanbase outside of central England. Along with the whole GT3 series of racing, the younger demographic also hadn’t been reached. So far the team’s stats speak for the progress, proving them to be successful in the fight to win, but they felt the need to change their image to attract a younger demographic to the sport and interest from sponsors with a similar pedigree.
To accomplish their aims on speaking to new sponsors and building the sport’s fanbase, we determined that a brand refresh is necessary for them to build a positive reputation aimed at their ideal audience. We established everything between the team’s and sponsor goals and what the brand could be defined by.
The project finished with a dynamic visual brand with multiple layers. A clean and clear foundation with enough room to continue growing and branch into the marketing and sponsor spaces of the team’s respective partners. The team is carrying on its goals to development to stricter efficiency rules for the sport, and overall winning the GT3 championship.