Although I have had the privilege to Lead and Direct several projects, this is one that I'm particularly proud of. The amount of challenges to overcome, time restraints, and scale of creative to produce was a victory in itself. The outcome was a huge success and an event people are still talking about.

The design of the 2024 Mint 400 was a turning point not just for the UNLTD race series, but for the off-road racing industry. I was given the challenge to step outside the box and design an aesthetic that was not typical to Off-road racing events as well as a solution to an on-going problem. Typically these events hold to the tradition of the usual race color schemes and illustrations of off-road vehicles.

The goal: (1) Create an aesthetic that appeals to all ages and vibrant color palette to breathe new life into the event. (2) Utilize the design to draw people to the main stage that can be seen from anywhere on the Midway and surrounding areas throughout the event.

The solution: By developing a mascot for the event (Race Girl) and neon pallete, we were able to use it as a tool to draw the crowds to the stage. Her massive presence as a backdrop to the stage 50 feet high became a conversation among visitors and racers. Because of its huge success, UNLTD now uses this method at each race and centers each new theme around it. It has set the bar not just for UNLTD, but competing race series as well.