DEluxe Porsche Race Car Livery
CASE STUDY
CLIENT
Kellymoss & Deluxe
Concept Creation
Vehicle Graphics Design
3D Rendering
SOFTWARE
Adobe Photoshop
iRacing Livery Editor
CHALLENGE
In 2022 my employer at the time, Deluxe, became a sponsor of the Porsche Carrera Cup North America racing series. The following year, they also became the primary sponsor of the Kellymoss #37 race car driven by Sabre Cook, and I was given the honor of designing the car's livery.
The challenge faced with this project was to create an eye-catching "racy" design that was not only true to Deluxe’s branding but also provided a legible backdrop for their logo. Especially, when that backdrop would be going by the viewer at over 150mph, or one of a number fighting for attention on a broadcast or streaming video screen. An additional challenge was the relative lack of awareness around the Deluxe brand, so logo legibility was critical.
SOLUTION
Deluxe's chevron brand elements were a natural fit, evoking a sense of speed even while the car was standing still. The brand colors of red and black provided a high-contrast background for not only the Deluxe's logo, but the various associate sponsor logos as well.
I created design concepts in Photoshop, then imported those graphics into iRacing's livery editor to create 3d renderings, enabling the designs to be reviewed from multiple angles. Final artwork and graphics were handled by the team at Kellymoss racing.
RESULTS
The final product was a huge hit with stakeholders at both Deluxe and Kellymoss. However the praise that meant the most to me was from the car's driver herself, who took to social media to share pictures and say how much she loved the new livery!
Design renders created using the livery editor in iRacing
