Client:
Sydney Motorsport Park, by the Australian Racing Drivers’ Club (ARDC)
Studio:
Generation Alliance
Role:
Lead designer
Identity design
Brand guidelines
Signage design
Wayfinding guidelines
Credits:
Onsite photography courtesy of Sydney Motorsport Park, Stevenvphan.blogspot.com, Dan Stoodley, HSRCA, Rob Annesley.
Based in the outer Western Sydney suburb of Eastern Creek, Eastern Creek International Raceway gave birth to legendary Australian motorsport experiences such as the V8 Supercars. With millions invested into track and facility upgrades, the current brand no longer lived up to future business ambitions to provide a more premium motorsport experience. The challenge to build a uniquely Australian identity relevant to long-standing and new visitors’ desires led to the core idea of ‘Live the dream’, along with a new name: Sydney Motorsport Park (SMSP).
The aspiration: Dare to dream. The brand required immediate support from its customers – a tight-knit community characterised by fierce loyalty. A combination of brand repositioning, visual refresh, track upgrades and improvements across the park confidently communicated the ARDC’s dedication towards providing holistic improvements to a more premium motorsport experience on both local and international stages.
Supercars racing will return to Sydney Motorsport Park in 2020 following the signing of a new $33million investment package by the New South Wales state government.