FOX NASCAR
FOX Sports brought us in to design a full broadcast brand system for their upcoming season of NASCAR coverage, including a studio package, driver capture, and insert graphics. We came in with the goal to set a new bar for on-air sports design and make sure FOX’s coverage stood apart from the other sports graphics we’ve been seeing on screen.
We built the design system around what we called “The Real,” essentially the physical world of NASCAR. The paint on the cars, the track surface, the helmets, the pistons. Our artists deconstructed these objects and used them as the visual foundation for the whole package, leaning into the raw materials that make the sport what it is.
We turned those elements into a series of connected visual beats. Every scene uses exterior natural light and real-world materials, so it feels grounded in the race-day environment rather than a sterile 3D space.
The textures and treatments we established in the open carry through the rest of the package. Scenes and surfaces show up in different contexts throughout, which gives the system a consistent look without too much repetition.
We carried the same textures and material treatments into the insert package so the in-race graphics, lower thirds, score bugs, and data displays feel like they belong to the same broadcast as everything else. Even the most functional elements share the same design language.
Thank you to our partners at FOX Sports for trusting us to build something new for a sport with this much history. See you at the track.
Founder, Executive Creative Director
Josh Norton
Executive Vice President, Executive Producer
Carson Hood
Vice President, Head of Production
Virgil Conklin
Creative Director
Ross Henderson
Animation Director
Casey Drogin
Associate Art Director
Gauthier Bossuyt
Design
Muskaan Sethi, Wesley Ebelhar, Riley Carson, Carol Cai
Animation / Design
Carl Dempsey, John Koltai, Brian Landisman, Conner O'Brien
Animation
Muriel Choi, Chris Scales, Joshua Smith, Dacia Pruden
Production Partners
Starlight Creative
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