Richmond
International
Raceway

America’s Premier
Short Track

We had the fun challenge of reimagining a new, comprehensive wayfinding program, extending over three years. The project began with the installation of a new guest tram system and related identification, as well as directional and interpretative signage. The program then extended to 800 acres of parking to create an enhanced experience though area identification, lighting, and color-coding. The final phase included a brand identity refresh including a bold graphic look as well as new look for entry gates, concourse, seating bowl and concession signage.

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