Untamed Spirit Of The West
This is a personal project and attempt at re-positioning (the now defunct) Furniture Row Racing NASCAR team into a cooler, forward-thinking brand. I renamed the team and designed the primary logo to hint at their Colorado origins and avant guard approach, as they were the only NASCAR team not located in the southeast United States.
Goal: Create a team identity that is consistent, bold, breaks all NASCAR identity status-quo, and non-dependent on various, rotating sponsorships which often work in opposition of brand building. Meant to be more of a sports team fans can recognize year after year and sponsors want to be a part of.