Sportscar4Lyfe

The Brief

Not every project starts from zero. Jordan Taylor — four-time IMSA Championship winner and 24 Hours of Le Mans winner — already had the Sportscar4Lyfe brand and a community behind it. The brief was to extend it into new platforms and spaces without losing what made it his.

The Approach

Working from the existing S4L logomark as the foundation, I developed a system of outline illustrations — each one a sportscar drawn from Jordan’s racing career, specific to the cars he’s driven. The illustrations reward the fans who know the cars while functioning as strong graphic elements for everyone else. The system is flexible enough to live on a social media banner or a t-shirt without losing its identity.

The Deliverables

The system was applied across Instagram and Discord with new icons and platform banners, along with a set of post templates for fan meet-and-greet events. A merchandise direction was also explored — bumper stickers, hats, and t-shirts — mapping how the illustration language could extend into physical product as the brand grew.

The Work

Projects like this require a particular kind of discipline. The creative decisions have to feel genuinely true to the person whose name is on them — not a brand exercise imposed from the outside, but something that actually reflects where the work came from and who it belongs to.