I get that it’s odd to put a whole website into a creative portfolio, but I’m so proud of this project, I can’t help but share. As part of the lead up to the reveal of the GR GT supercar, Team One was given the task of establishing GAZOO Racing (GR) as its own standalone brand.
Our challenge: launch a brand around a world-beating supercar, without letting the world know that said supercar even exists.
Our solution: create a space for enthusiasts, by enthusiasts. One that doesn’t feel like a cynical marketing exercise, but one that can authentically state, “these cars are made by people just like you, for people just like you.”
How we did it: This was obviously a group effort, but it’s more fun to say that a bunch of people sat around a room, considered just how complicated this task would be, then turned to me to point their collective fingers and say, “Hey, car guy. YOU do it.” This project allowed me to leverage my skills as an automotive journalist, rewarded my existing knowledge and passion on the subject, and gave me the permission to go even deeper with my research so that I could fully tell the story of GAZOO Racing. Gotta give a whole lot of credit to my art director partner, Todd Swaim, for not only the killer look of the page, but also for coming up with the flourishes (those pull quotes) that more fully brought the page to life.
Can I still see this page? Sort of, but not really. As of this writing, most of it still does exist at www.gazooracing.com, but later business needs necessitated the addition of lots of superfluous content modules. This first iteration of the site remains one of the best, purest executions of an idea I’ve had the privilege to be a part of.
