Creative direction for an automotive organization
Cal Poly Racing
While at university, I did design work as a member of Cal Poly Racing. Eventually I was promoted to Creative Director where I had the opportunity to recruit, train, and lead a creative team.
Skills
Creative Direction
Visual Identity Design
Web Design
Apparel Design
Livery Design
Tools
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Adobe XD
Wix
When I joined Cal Poly Racing, the organization was rapidly gaining a presence on campus. A brand refresh was necessary to present the team in a consistent, cohesive, professional way. The update expanded on the existing logo and established a recognizable visual language that highlights a dedicated and exciting team culture while fitting within the overall brand of the Cal Poly Corporation.
Cal Poly Racing’s website appeals to prospective members and partners who want to learn more about the team. I worked with 3 other designers—Spencer White, Alina Chiu, and Runar Schmidt—to create the site. As Creative Director, I organized project tasks and timelines, established a branded UI, built the website, and collaborated with the engineering teams to write copy.
Team apparel represents Formula SAE and Baja SAE, but just putting pictures of the cars on a shirt is an extremely common look among college racing teams. Breaking the cars down into some of their most recognizable parts represents both teams at a high level, and their individual sub-teams that design and build each component.
For the 2019 season I worked with the Baja team to design the livery for the side body panels and front and back of the firewall.
The graphics reflect the dynamic and rugged nature of off-roading while still adhering to the parameters set by the team. The design was still clearly visible through sponsor logos and tech inspection stickers and allowed the car to be identified from a distance during competitions.
Smaller pieces that help further our credibility as a professional organization are just as important to the team’s presence on campus and in the auto industry.
