TEAM NASCAR introduced younger audiences to the excitement of NASCAR through a licensing program developed for two distinct age groups: Rookies (ages 2–5) and Kids (ages 6–10).

Pre-design research and marketplace insights informed the creative strategy for each audience, shaping NASCAR-inspired editorial phrases, age-appropriate illustration styles, badges, patterns, borders, typography treatments, and iconography.

The resulting licensing design system brought these elements together, with product inspiration concepts demonstrating how the visual language could extend across a variety of consumer product categories.

Work completed at a previous agency.