Porsche Carrera Cup Asia
Racing series in Asia
Overview
Seasons 2014 and 2015
Porsche Carrera Cup Asia is Porsche’s one-make racing series in Asia. For the 2014 season I designed its look, wrote the visual identity guidelines, and designed the website, a campaign microsite for fans, and the 2015 update in English and Chinese.
guidelines
2014 and 2015
English, Chinese
with a film and a game
My Responsibilities
Lead designer
The season’s look, from the guidelines to the website and the screens at the track.
The 2014 season look and its gritty element, across track, print and screen.
49 pages: logo, icon, color, type in English and Chinese, the stripe grid, digital and motion.
Every page template of the 2014 site, from news to race results and the fanzone.
A quick guide that kept the site consistent as new pages were added.
We are Porsche Carrera Cup Asia, with a fan film, a shirt designer and a slot race game.
The new season on the site, and the Junior Programme page in English and Chinese.
Visual identity
Season 2014
Each season gets its own icon and look. For 2014 the clean, technical feel of the series met a rougher one: the gritty element, taken from asphalt, tires and the pit floor, used on the icon, the titles and the layouts.
Cover
Starting grid
The PCCA logo
The icon 2014
Icon variations
The gritty element
Gritty element examples
Colors
Typography
Stripes and lines
Backdrop example
Motion example
The website
carreracupasia.com, 2014
The site follows the guidelines: the stripes frame every photo, the gritty element marks every section title, and red is kept for what matters. News and social come first, then races and results, the cars, drivers and teams, and the fanzone.
Home page, design direction 1, May 2014
Home page, design direction 2, May 2014
Home page, as built
News
Races and results
Fanzone
Quick guide for web design
The campaign
We are Porsche Carrera Cup Asia
A microsite that put fans in the driver’s seat: upload a photo to star in the viral film, design a shirt, or race the Carrera Slot Race game.
Intro
Home
Registration, with a photo upload
Home page, final design
Upload a photo for the viral film
Season 2015
Junior Programme
For 2015 the site moved to the new season icon and a new page for the Porsche China Junior Programme, the search for a young driver, in English and Chinese.
Junior Programme, English
Junior Programme, Chinese
What Porsche gained
Outcomes of the work
One look for a racing season, on the track, in print, on screen and online.
The guidelines set the logo, the season icon, color, type in English and Chinese, the stripe grid and the screen layouts, so every team and supplier built from the same parts.
News and social first, then races and results with the calendar, tracks and standings, the cars, drivers and teams, and a fanzone of photos and videos.
The microsite let fans upload a photo to star in the viral film, design a shirt and race the Carrera Slot Race game.
The icon changes every year and the site carried it: the 2015 season arrived with a new page for the Junior Programme in English and Chinese.
Designed at Avantgarde Shanghai as Lead Digital Designer
carreracupasia.com
Thank you!
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