It didn’t take long after our initial meeting with Roush Fenway Racing for us to all become NASCAR fans (except for Noah, he’s loved it since birth). The people at Roush won us over with their enthusiasm, friendliness and passion. You won’t meet a nicer group of people in the sport.

Roush Fenway came to us with an interesting request. They were looking to reposition themselves as an entertainment and marketing entity and not just a race team. So we helped Roush get to the core of what they stood for and really drilled down into what performance and success means on the track and on the web, so we could bring that to life for their sponsors and fans. Of course, this would all start with their website.

This is a big change not just for Roush, but also for the industry, and we wanted to make sure their website had a new look to match their new positioning. The energy and vigor we felt at the racetrack was incredible so we wanted to bring some of that atmosphere and life into the site with color and great photography. The devotion of the fans amazed us so we also made sure we kept their drivers front and center. Furthermore, we organized the content so that it was not only easy to search but also easy to navigate. In addition to the race and team information, we featured their current sponsors as well as case studies to highlight their successful marketing programs.

After eight months in the making and a lot of learning, we are happy to announce the launch of the first part of our efforts. Check it out.