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