Building NASCAR's digital design system

Client: NASCAR
Agency: Infront X
My Role: Design Director

NASCAR is the number one sport in brand loyalty, with 6M+ app downloads. In 2020 NASCAR engaged our team at Infront X to build fan engagement leading into race weekends during their 10-month season.

Working with a team of subject matter experts, I built a new digital design system and re-designed NASCAR's official mobile apps with a specific intent to increase the retention rate and grow subscription revenue. The new app was a major hit. Our efforts resulted in the number of paid app users rising 61% YoY, growing total mobile revenues 8%.

The new 8-pixel grid system I created and evangelized was featured in a company-wide "lunch-and-learn" as an example of how to improve product execution and ease collaboration across design and engineering.

After the project delivery, NASCAR's VP of Digital Media said, "They hit it out of the park. And that's a major reason we keep coming back."

NASCAR's visual design system.

Tablet app.