Branding

Transforming a Race Series from Chump to Champ

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Mike Chisek sits down with Max Beach at Sonoma Raceway and discusses the ChampCar name and the services that Linespace offers.

“Right from the first presentation you made, I was impressed that this isn’t off the cuff… you were drilling down based on our market and what we were looking for… I was very impressed with the method you guys used.”
– Mike Chisek, CEO, ChampCar

ChampCar was founded in 2009 with an inaugural race in Portland, OR. Since that time, ChampCar has sanctioned over 200 endurance events across the country and hosted more than 10,000 different drivers throughout their history, many of them first-time participants in motorsports!

Originally named ChumpCar the non-profit organization was created to give average people the opportunity to race wheel-to-wheel on a budget. “Chump” was a way for the brand to explain that it is a fun experience for the amateur racer. Over time the series has grown nationally and become quite competitive without losing the low cost operation for it’s race teams. With this came the desire to communicate that however fun and accessible the race series is, it is also professional and well organized.

Our challenge was to transform “Chump” into “Champ” through a complete rebranding along with the name change. The new brand conveys professionalism, speed, competitiveness, and fun. Like so many events and organizations the participant experience is what drives success or failure. A seamless event boosts ongoing participation and leads to brand advocacy through word of mouth. This is the most powerful promotional tool for any organization.

What will your future look like?

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How are your customers going to experience your brand in the next decade? These are the questions we are helping our clients answer as we provide design and visualization for the next stage of their brand experiences. Looking at industry trends, target market desires, and the advancement of technology our team produces a look at the next generation in meaningful brand experiences, giving our clients a target for the evolution of their products and services.

Zodiac First Class Pod: Working with Zii to envision the future of inflight entertainment through a first class seating experience.

EVgo Charge Station: Helping EVgo showcase the next generation of electric vehicle charging stations with an installation between Los Angeles and Las Vegas.

Lexus VR Experience: Bringing the Lexus track experience to visitors through a 360* VR simulator developed and brought to life by SCPS Unlimited.