Speedway Classic
The Team:
Danny Gugger - Design/Direction
Nicholas Kelly - Design/Direction/Production
The Event:
On August 2, 2025, Bristol Motor Speedway—a historic racing venue nestled in the mountains of Northeast Tennessee and home to NASCAR’s touring series—was transformed into the stage for a Major League Baseball game between the Atlanta Braves and the Cincinnati Reds.
The Job:
The Speedway Classic demanded a cohesive and adaptable design system that merged the high-energy worlds of baseball and racing. I led the development of the brand identity, building a framework rooted in the shared characteristic of speed. Typography was sheared at 26°, echoing the track’s angles and conveying velocity. Checkered patterns were reimagined with rounded rectangles drawn from the MLB logo, while curved forms referenced both the arc of a baseball in play and the motion of cars on a bend. Blurred halftone textures further emphasized movement.
Beyond design, I collaborated directly with vendors to define material specifications and oversee fabrication. On-site, I directed the installation graphics, maintained real-time quality control, and executed last-minute adjustments.
Brand Identity
Brand Strategy
Environmental Design
Print Design
Digital Design
Motion Direction
Production Design
Production Management
