Client
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Branding
Extending the audience of a motorsport legend
Reposition one of the legends of motorsport towards a new audience with a new message.
About the project
Leena's name is synonomous with endurance racing. Having won the Le Mans 24hr race three times, she has one of the most solid reputations associated with anyone in motorsport.
As she steps into a more mentoring/influential branch of her career, we saw the need for a new professional identity that appealed to the newer generation of engineers and school students. This was going to require entirely new messaging.
Challanges
Without the assistance of a copywriter, this required a lot more experimenting before we had enough guidance for the visual direction.
The visual direction was developed with two avatars in mind. The consumers of Leena's knowledge and the agents that were in charge of booking her for the events down the line.
Results
From trackside to stages, just like that.
Leena is now part of the Loudspeaker list of professional speakers, sharing her expertise to more than a motorsport audience. Leena’s mission is to direct more secondary-age students to a STEM career. This visual identity will now be applied to Leena’s web presence, including her website social media and slide decks.
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