uga
motorsportsBrand Identity, 2026
Figma, Photoshop, Illustrator, InDesign
As an art director at Layton Design Studio, I collaborated with a small design team to develop a brand identity and car liveries for UGA Motorsports, an organization of student engineers who design, build, and compete in racing competitions.
Our team conducted field research and developed a project brief to guide the direction of the brand. I finalized the brief and prepared it for the client, then worked closely with my team to explore three identity directions: Momentum, Standout, and Classic City.
(my initial sketches)
After receiving feedback from the Motorsports team about these concepts, we combined elements of Momentum and Classic City. I then designed and refined the final logo that merged these two concepts into a single identity.
(primary logo breakdown)
Once the new brand identity was approved, the new system was applied to merch, social media, and livery designs for the 2026 FSAE car and the 2003 BMW race car.
(merch)
(social media)
(2026 FSAE car livery)
This project taught me how to collaborate effectively within a team in a fast-paced environment with tight deadlines. It also highlighted the importance of balancing client feedback with your own design judgment.