Carvana Racing

Driving a Dream: Carvana Racing’s IndyCar Journey

In 2021, Carvana partnered with 7-time NASCAR Champion Jimmie Johnson to sponsor his rookie season in the NTT INDYCAR SERIES with Chip Ganassi Racing. This exciting collaboration brought Carvana’s branding to the fast-paced world of INDYCAR, symbolized by the signature blue No. 48 Honda.

As part of this partnership, the design team explored early branding concepts, livery designs, and fan-focused interactive experiences to elevate the Carvana Racing brand. This work reflected Jimmie Johnson’s dream to compete in INDYCAR while fostering deeper engagement with fans through innovative and dynamic visuals.

Project Type

Concept, Branding, Visual Design

Role

Senior Visual Designer

Exploring Bold Design Directions

We started with a deep dive into Carvana’s brand identity, exploring dynamic design directions that aligned with the speed and excitement of INDYCAR. These directions established a foundation for creating an impactful presence on and off the track.

Creating Dynamic Livery Designs

The No. 48 Honda livery became a canvas for Carvana’s bold branding. We developed several striking design options that fans could vote on throughout the season, enhancing the interactive experience and connection between the brand and its audience.

Engaging Fans Through Marketing

To amplify the excitement, we crafted a range of marketing assets, including digital ads, social media campaigns, and video content. These pieces highlighted Jimmie Johnson’s journey and invited fans to immerse themselves in the world of Carvana Racing.

Expanding the Brand with Merchandise

The excitement extended beyond the track with custom Carvana Racing merchandise. From branded apparel to accessories, these items allowed fans to show their support while celebrating the Carvana Racing identity in everyday life.

Outcome

While these were early explorations, the designs were well-received internally and externally, sparking excitement among Carvana’s team, Chip Ganassi Racing, and the INDYCAR community. The interactive livery voting system captured fan enthusiasm, bringing them closer to the brand. This project exemplified how thoughtful design and fan engagement can drive both brand awareness and loyalty.

Team

Kenji Shimomura — Senior Director, Visual Design

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