NASCAR
During my tenure as the Executive Creative Director overseeing the NASCAR account at Candy Digital, I had the honor of leading a talented creative team. Together, we ideated and delivered an impressive collection of more than 400 innovative assets, including product (NFTs), platform (website), and marketing materials, meticulously designed to amplify the partnership.
On this page is a curated selection of branding and product showcases. Each project demanded the creation of unique identity packages, logos, and strategic approaches.
Kyle larson nft
Kyle Larson, the 29-year-old Northern California native, is one of the best drivers in NASCAR today.
After winning the 2021 championship with Hendrick Motorsports, Larson and his No. 5 team teamed up with Candy Digital to produce a limited edition NFT that features his iconic No. 5 HendrickCars.com Chevrolet Camaro ZL1 1LE.
As Executive Creative Director, I was responsible for concepting and executing a product that would be cherished to the NASCAR and Hendrick faithful.
Customers were then automatically enter into a random drawing, and five winners will receive the following in real-life experiences:
Hot Pass for a 2022 Cup Series Race Providing Behind-The-Scenes Access
Meet & Greet with Kyle Larson
Kyle Larson Autographed Hendrick Motorsports Valve Cover
candy racing look & feel
The process of establishing the CANDY RACING brand was an exhilarating journey that started from scratch. Fueled by an abundance of adrenaline shots, we embarked on a creative exploration driven by the captivating allure of italic fonts and dynamic dutched camera angles. These elements injected a sense of excitement and motion into our visual identity, perfectly capturing the thrill of racing.
In addition to the energetic aesthetics, we also took on the task of designing a series of logos and branding for the various lines of collectibles. These logos served as visual representations of the unique qualities and themes associated with each collectible line, further enhancing their appeal and creating a cohesive brand experience for collectors.
Together, these efforts formed the foundation of the CANDY RACING brand, combining the elements of adrenaline, distinctive typography, dynamic angles, and thoughtful logo design to create an enticing and unforgettable brand identity.
ownable look & feel
digi-casts
The Next Gen Digi-Cast collection was our largest product drops for the NASCAR partnership. Over thirty digital next gen race car reproductions from the 13 NASCAR active racing teams and conceived as a sibling to physical diecast cars.
In 2022, NASCAR introduced the next generation in the race cars designs. My idea was to crack open the shell for gear heads to catch an x-ray view of the internal guts that make up these next gen vehicles.
driver cards
At the end of 2022, Candy Digital dropped a blind pack collection with 35 NASCAR drivers. The collection was based on three rarities with the front face featuring licensed photography and statistics on the back face.
track titans
All professional sports have legends and NASCAR is no different. I was lucky to creative direct our line of products titled “Track Titans” that featured some of the all time heroes of racing.
Jeff Gordon
One of the many perks working on the NASCAR partnership was meeting and hearing warm compliments about our work from Jeff Gordon, a living legend in the world of racing. Not only does he have one of the strongest handshakes I’ve gripped, he’s one of the most genuine and gracious stars I’ve been fortunate to collaborate with.
