A Brand Exploration for an Exclusive Racing Experience

The folks at Glitch came to us with the green light for a novel product—one that sits at the intersection of creativity and technology, so naturally, we were gassed (all puns intended). The product will leverage virtual reality, allowing folks to accurately feel what it’s like being behind the wheel of a race car. They looked to us to build branding to generate excitement around this racing simulation experience.

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Our team got to work exploring the visual identity for the brand. We started, as we do, from a strategic human-centered standpoint. We dove into the nuances and commonalities between a gaming audience with an affinity for racing and a racing audience with an affinity for gaming. We also dialed in on the brand’s attributes that would set the tone for the visual identity.

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When it came time for execution, we leaned into the insights we’d gathered along with the brand values of continuous creativity, enthusiasm, and accuracy. We worked collaboratively, sharing work-in-progress and getting stakeholder buy-in along the way. 

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Our team leveraged generative AI to quickly validate elements of the visual direction. The end result? A logo, brand identity, and brand expressions that are ready for the company’s next phase of acceleration.

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