The goal was to elevate Xfinity’s brand presence within NASCAR by creating a consistent, fan-forward experience across every touchpoint. This meant going beyond logo placements to deliver meaningful engagement—whether through high-impact car wraps, dynamic on-site activations, or exclusive Xfinity Rewards integrations. Every element was crafted to reflect Xfinity’s investment in the sport, the teams, and the people who live and breathe racing.

The work was designed for passionate NASCAR fans—from lifelong diehards to newer viewers discovering the sport through Xfinity broadcasts. The platform also aimed to give Xfinity Rewards members premium, money-can’t-buy moments, while making sure the brand felt credible and exciting both on TV and at the track.

I served as the lead art director across the NASCAR program, directing creative vision and execution for everything from race-day hospitality suites to in-broadcast graphics to social campaigns. I designed and directed both promotional and competitive car wraps, shaped the identity of our Xfinity Zone footprint, developed multi-channel creative toolkits that spanned the race calendar, and oversaw creative for Rewards activations. When Xfinity underwent a brand refresh, I helped design and direct the updated Series logo—ensuring a strong, cohesive brand presence across the entire NASCAR ecosystem.

I collaborated closely with our internal team, which included a creative director (depending on the project), a project manager, a designer, a copywriter, our account partners, and a member of the field team. Externally, I partnered with NASCAR Productions to develop social video content and worked with 23XI Racing to design car wraps for Bubba Wallace. I also worked cross-functionally with Xfinity’s Rewards and brand teams to develop integrated campaign moments that came to life both at the track and online.