Daytona
International
Speedway

Reimagining An American Icon

It’s not every day that you get the chance to reimagine an American icon. But in 2012, the International Speedway Corporation (ISC) was ready to rethink how fans experience racetracks—pushing their premier property, Daytona International Speedway, beyond a typical racetrack grandstand and build the world’s first motorsports stadium. They called upon our team to collaborate on this new, innovative facility. The challenge was complex: the venue would not have one “home team,” nor would it host just one defining sport. So, through strategic savvy and creative collaboration, we created a first-of-its-kind venue that served as testament to motorsports’ sheer power and excitement.

Daytona rising

The world’s first motorsports stadium

How do you organize a building that’s almost a mile long? Daytona had to be segmented into five “neighborhoods,” each of which had automotive-themed entry gate areas called “injectors”—each of which bore its own sponsor theme. This organization not only enhanced walkability but the appeal of exploring and experiencing each sponsor’s brand.

Our challenge was to come up with a wayfinding and graphics program that could easily integrate into the distinctly different neighborhood designs. We chose a neutral color palette with Daytona International Speedway brand elements integrated throughout—and we conducted a careful study of sight-lines in the expansive spaces.

We also took the lead in designing the stadium graphics—a true challenge because, unlike a typical stadium, there is no “home” team at Daytona. Nor could we represent or feature race winners due to sponsorship sensitivities and multiple event types within the same space. The solution to our challenge: showcasing the four types of motorsport events held there, branding them with design elements that occur throughout the system

Midway

In the final phase of the project, the scope expanded to include all wayfinding and identification signage for the Midway—the fan and transportation hub outside the five gates, spanning over 1.5 miles. We created a design that leveraged the materials and shapes of the building exterior. The result: a system that felt like a natural extension of the building skin, easily viewed in the context of sponsor, retail, and vendor activation with passionate motorsports fans in a new, park-like setting.

See How We Did It

A Stadium With No Team

We were challenged to brand a stadium unlike any other - one without a home team or featured athlete. We viewed this as an opportunity to highlight the four types of motorsport events held at the Daytona International Speedway and brand them with design elements that occur throughout the signage system.