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Branding, Client Project, Hero Card, Promotional Card

April 16, 2021

2021 Promo Card / Hero Card – Lane Racing & Blake’s Hard Cider

Project // Promotional Card Design

The Design Process

The Lane Racing promotional card / hero card is one of my favorite projects and designs that I’ve designed to date!

Who would have guessed that TikTok would have connected me to Patty Lane, with Lane Racing out of Michigan? I certainly never would have guessed!

Lane Racing, a 410 sprint car team, that joined the All Star Circuit of Champions tour for the 2021 season, after having a ton of success and multiple wins in 2020 at various dirt tracks in Ohio, while the unique pairing claimed Attica Raceway’s 410 Track Championship and the Attica Fremont 410 Championship at Fremont Speedway, also in Ohio. They have a promising outlook for the 2021 season.

I have followed this team, since they came southeast to Lincoln Speedway a few years ago for the Dirt Classic in 2018, on a last minute trip. In my opinion, Lane Racing has had some of the most creative, and bada** 410 sprint car designs to date, across the racing industry.

This card would be a true testament of professionalism through the design, while paired with incorporating their corporate sponsor, Blake’s Hard Cider. I love designing this style of a “hero card” as this card drives awareness and promotes the team’s primary sponsor. This card focuses more on the information of what Blake’s Hard Cider has to offer, vs. the team’s information – Which in my opinion, arguably makes for a more interesting card for fans to pick up! What better way to promote your title sponsor, then to give them 50% of the reader’s attention!

Items Lane Racing definitely wanted to highlight on their autograph card were:

  • 50% to Blake’s Hard Cider brand information

  • All of their 2021 Sponsors

  • Lane Racing’s & Blake’s Hard Cider’s social media

  • A professional and clean looking card

Branding is crucial when it comes to an effective and unique hero card, and if you look at the past hero cards that I have done, you will notice a trend, no matter what style of racing, that specific autograph card is for.

The promotional style of these cards for Lane Racing and Blake’s Hard Cider are no exception to branding and staying consistent. It’s more important for the promotional cards, that we follow some type of style or style guide, that is directed from what the corporate sponsor, in this case – Blake’s Hard Cider, has already created. This ensures that we are staying consistent with their design techniques, as well as keeping their brand easily recognizable, by it’s already consumers.

Paired with Blake’s Hard Cider’s very own fonts and imagery, this card is right on brand for them, as a business and sponsor. Utilizing bits and pieces of information from Blake’s website, and their unique cider cans, this was the perfect touch, to really bring their branding to the card. After 3 rounds of small revisions, we finally hit the nail on the head, and created a unique piece for Lane Racing and Blake’s Hard Cider collaboration.

SKETCH IT

I normally don’t feel the need to sketch out an overall “wire frame” design, but this design, I definitely felt it would be very helpful to organize my thoughts. There was a lot going on with this hero card/promotional card design that it warranted a sketch prior to going to design on the computer. I started with certain areas, such as the bottom bar on the front, knowing that I wanted the sponsors logos on the card. I also wanted clear distinction between Lane Racing & Cap Henry’s logos apart from their sponsors logos.

IMAGE CREDIT

Lane Racing uses well known photographer, Nick Zeb, out of Ohio – If you haven’t heard of him, check him out, on Instagram @nickzeb. You will be sure to click the follow the button almost immediately. In collaboration with Nick Zeb, his images of the #blakesfarmcar, really brought to life this card. At request of Blake’s Hard Cider, we did tone down the car image on the front to really bring out the deep black, matching the back of the card more, than the faded/dark grey color it was originally.

CAR GRAPHICS

I was also able to get ahold of vector art, which really helps this design scream, excellent and exciting. This is arguably one of the most important pieces when working on a professional piece, such as this card – To really tie in every aspect of the brand, and parts, I always like to request the original car graphics, from whoever designed the car for the team. This ensures that every piece of the car, card, and full racing team hold professionalism that will catch the attention of a fan walking through the pits. We got in contact with Nick Stephens, of Nem3sis. His work is without a doubt one of my favorite!

Be sure to pick up a Lane Racing, Blake’s Hard Cider promotional card at a local track, where the All Star Circuit of Champions are racing in 2021. Not sure if the FloRacing All Star Circuit of Champions will be racing near you? Check out their schedule for 2021, right here.


Shown below is the front and back of Lane Racing, Cap Henry, and Blake’s Hard Cider Co. finalized promotional card design for the 2021 racing season

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Client: Lane Racing

Category: Motorsports, Hero Card, Promotional Card

Location: Armada, Michigan




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About FloRacing All Star Circuit of Champions

Home to “America’s Series” since 1970

The FloRacing All-Star Circuit of Champions presented by Mobil 1 Sprint Car Series is one of the oldest traveling sprint car organizations and is a staple of grassroots, open-wheel racing.

Formed in 1970 by Bud Miller, the series has largely been considered the first ‘outlaw’ Sprint Car organization of the modern era. After a 10 year stint as owner of the All Stars, Miller passed control of the series to Bert Emick in 1980; a reign that would continue through 2002. Guy Webb then purchased the series from Emick in the summer of 2002 and served as the series President for the next 12 years.

Motorsports entrepreneur Tony Stewart agreed to terms with Guy Webb to become the sole owner of the original winged sprint car tour in January of 2015. Stewart and his team look forward to building on the All Star Series impressive legacy by taking it to a new level of success and sustainability.

For More: allstarsprint.com


Not sure where to start?
Do you sponsor a team? Are you a driver who wants to put his or her best foot forward when promoting yourself off the track?

Drop an email to nicole@nicolesignorcreative.com and start the process today to getting your very own set of racing autograph cards or hero cards! Your fans, current sponsors, and potential fan reach will thank you in the long run!


About Nicole Signor Creative: Headquartered in South Central Pennsylvania, Nicole Signor Creative provides professional grade photography, graphic design, marketing, content creation, and social media management in the Motorsports industry; sprint car racing focus. Join Nicole Signor Creative on social media: Twitter: @NSignorCreative; Instagram: @NicoleSignorCreative; and Facebook: Nicole Signor Creative


Hello. My name is Nicole. A Photographer, Graphic Designer, and Content Creator for businesses and race teams. I blog about photography, design and traveling as a motorsports photographer.

Hello. My name is Nicole.

A Photographer, Graphic Designer, and Content Creator for businesses and race teams. I blog about photography, design and traveling as a motorsports photographer.

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