TOYOTA
TRE REINVENTED
THE PATH TO VICTORY
OBJECTIVES AND GOALS
Engage consumers in a unique brand activation that connects two the spirit of Toyota Racing. Assess program, create kinetic identity, design activation and plan for Racing Utopia Architecture.
Generate Awareness
Create Excitement
Strengthen Fan and Driver Relationship
Generate WOW moments for organic social sharing
Motivate Positive Impressions- ultimately driving sales
WHO WE ARE SPEAKING TO
Mature Audience: Racing Loyalists (both Toyota fan-base and Non-Toyota fan base)
New Audience: First Time Fans
Children: Future Fans
CURRENT PROGRAM
TRE 2.0
GRAPHIC SYSTEM
MODERN. CLEAN. DYNAMIC.
BRAND IDENTITY
EDGY. POWERFUL. AMERICAN.
Sought to develop a visualization system that can scale to tell all the stories we need to tell while looking cohesive.
WELCOME TO RACING HEAVEN.
WHAT IF…
We could rethink the Toyota Racing Experience-
Inspired by the Racing program itself this design seeks to create a dramatic holding for all the stories you want to tell- bringing the brand to life in a iconic architectural language that would set you apart from our competitors just like we do on the track.
TOYOTA RACING LOGO WIP
MAIN ENTRANCE
CREATIVE DIRECTION, and LEAD DESIGNER: Cassie Clark
GRAPHIC DESIGN LEAD: Annie Hickling, Brendan Dooley