24 Hours of Lemons is endurance racing for $500 cars and happens to be the largest racing series in the world. They set themselves apart by using humor, self-deprecation, and competence to make once-daunting daydreams approachable and achievable. Our job was to bring to light what they were already doing in their events to their website and to their branding. Our concept was to take their easy-going, sloppy, fun spirit and pair it with great photography, light-hearted illustration and a professional design system that reflected their organized and safe races. This brand is about creating inclusive experiences for excluded enthusiasts. Yes, you can race! All it takes is a cheap car, cool friends and one weekend.
Racing for real people.