The checkered flag fell on our Racing Edge Motorsports project. We began this project by refreshing their brand and establishing a comprehensive brand guidelines package. Their clean, new look establishes them as champions on and off the track, reinforcing their commitment to building winners.
We built on the brand refresh with a complete overhaul of their website. First, establishing a solid web strategy, which was then synthesized into the design and development of their Webflow-powered website. Since REM is positioned as a complete, performance-driven partner for karting champions and a retailer of motorsports products, they have split their entities into Racing Edge Motorsports (the race team) and Racing Edge Materials (distribution and retail), which allowed us to leverage two separate web platforms: Webflow and Shopify. You can read more about why we love Webflow below and stay tuned for a follow-up article on their eCommerce site, Racing Edge Materials, and why our go-to ecomm platform and all-around business retail solution is Shopify.
To complete their look, we put together their livery designs for the spring karting season. Their slick new branding, website and karts are now ‘literally’ positioned for the podium and REM is sure to continue creating champions. This was an excellent opportunity to take our clients to the next level with a turn-key business solution and flex our capabilities as both a strategy and design, branding, and web partner. We always look forward to opportunities to elevate our clients and welcome the opportunity to discuss future projects.
Check out the site in action: Racing Edge Motorsports
Brand Refresh: Out With the Old, In With the New
At first glance, it looks like not much has changed but yet everything’s changed. It has been thirteen years since we first created the branding for REM, and thirteen years later, the brand has not deviated from its roots – rather, it has been refined for the modern age. Some minor colour tweaks, font refinements, and a dash of leading to let the letters and words breathe, and now Racing Edge Motorsports is making a statement: they mean business. With the same level of expert coaching and race-proven results drivers have come to know and can trust, REM was proactively setting itself apart. This was a classic example of building on a trusted reputation and brand recognition but striving for excellence and staying ahead of your competition by proactive improvement. The bonus of this branding refresh was to consider the Racing Edge Materials site and ensure there was flexibility to keep a consistent theme across two distinct entities and any future products, services and more.
Behind the Brand
Logo Design: We took the edge off, literally. To modernize the logo, we rounded the edges to make the logo more aerodynamic, cleaned up and simplified the design, made it more distinct-looking, and made some structural changes to carry over into other REM entities, along with design accents. All this was in keeping with their proven pedigree, distinguishing REM as ‘the’ prominent brand accelerating into the future of motorsports.
Colour Palette: We kept things true and adjusted the hue. Catalina Blue, PMS Process Magenta C and White (standard). The unique and bold colours that set the stage for REM live on with the motorsports department.
Typography: We selected Sinter for a crispier and more assertive font. Less futuristic, more business, and exuding confidence.
Merchandise: We also designed t-shirts, race suits, and livery designs to take the clean colour contrast offline and into the real world.
Taking It to the Screens
REM was already recognized for being champions on the track, but they were looking to also take their spot atop the podium in the online racing world. Rewind back to 2012 when we started working with them to refresh and reenergize their visual identity, sharpen their messaging, and align it with their business goals. It was more than just selecting colours…it was about creating awareness for their driver training programs, coaching, engine builds, transportation, and hospitality services. This is where we helped with content development and copywriting services to refine their messaging to ensure it was clear with their vision.
Go With the ‘Flow
We wanted to ensure their website was also sleek and visually stunning, so we built a custom Webflow site. In a digital world where creativity is thriving, Webflow unlocks digital creativity by ditching the template model and building pixel-perfect sites.
Responsiveness, handling, layout…all things a driver considers, and all things we consider when turning a web platform into a creative engine. With a built-in CMS for managing things like their news content, race calendars, media galleries and more, Webflow excels in this case by providing fast, secure hosting with little maintenance. Once frameworks are built, users are able to update content with minimal training.
Webflow is a great choice to move fast, stand out, and control the narrative – something REM’s clients can appreciate. REM now has a cohesive, modern presence online that is true to who they are and sure to produce championship results – on and off the track. Podium Pwned.
For more information on Webflow and why we love it click here.
