When approaching the look and feel for the 2024 IndyCar season I knew I wanted to focus the visual storytelling at the track level. The pre-race energy of the starting grid, the excitement of a pit-stop and the thrill of the finish line all served as inspiration. I also planned to draw a visual connection between motorsport and several of the locations where the races would be run.
Illustration and visual design by Brian Miller for onsemi. All photos courtesy onsemi.
Before starting any design project I always ask myself the same question: What is the story I am trying to tell with the visuals? In this instance the story for onsemi wasn't only about the 2024 IndyCar season, it was about grit and determination and creating relatable visuals which would resonate with an audience spanning multiple demographics. onsemi would be the primary sponsor of the onsemi Arrow McLaren No. 6 Chevrolet for six races over the 2024 season. To tell this story I would need to create a visual touchstone for each of the six key races.
Focused on creating "track level" graphics I started by creating an asphalt texture and then dirtying it up with tire marks, dirt and smudges. Inspired by the start-finish line painted on the race track I created my own version with some overspray and rough edges. I then added a yellow road stripe to represent the reality that many IndyCar races take place on courses composed of city streets and airport runways. Seeing the results I went about recreating the onsemi Racing logo as if it too were stenciled onto the asphalt with some overspray and paint spatter for motion and vibrancy.
The race at St. Petersburg, Florida kicks-off a season full of unknowns. To embrace this I created a visual made up of a dozen or more individual elements composited together. This established a mysterious image of a nameless and faceless racing driver walking through pit lane towards an unseen car. Will the season bring the thrill of victory or the bittersweet taste of defeat?
The graphic for the season opener at St. Petersburg anticipates the unknowns of a new season of racing while the imagery for the season finale in St. Louis is full of the celebratory energy of crossing the finish line and the waving of the checkered flag.
Knowing these graphic will be featured on social media I want them to stand out from the crowd and stop people scrolling. I embrace my past working in comic books and graphic novels and apply the always effective Dutch angle to catch people's attention. This also provides the opportunity to incorporate the location and date for each race as well as add a representation of the track map for each race. All in the onsemi colorway of gray and orange with white details.
When it came time to create the graphics for the Detroit Grand Prix held on the streets of Detroit I knew I wanted to lean into the long history of IndyCar and the motor-city. To do this I would lift my eyes from the asphalt long enough to create a virtual wall mural illustration inspired by vintage IndyCar designs as well as urban street art.
The resulting graphic became the cornerstone for the '24 Season being incorporated into many other aspects of onsemi Racing's IndyCar program including suite decor and merchandise.
Each graphic was deployed in a variety of formats and sizes to reach audiences via social media as well as internal communications within onsemi.
For continuity of design each of the six graphics share some common elements. Yet, each graphic embraces visuals representing the excitement of each location. From the gentle swaying shadows of palm trees in Long Beach to the exciting pit-stops at Indianapolis Motor Speedway.
The series of six graphics represent the six IndyCar races where onsemi is a primary sponsor.
While most IndyCar races take place during the day the 2024 St. Louis race was scheduled to be a night race. Channeling the vibes of, St. Louis blues and jazz clubs from the prohibition era I envisioned a back-alley with a brick wall illuminated from above by pale street lights. The wall emblazoned with a mural of a victorious racing driver as the checkered flag waves with the Gateway Arch in the distance. To further symbolize the night race aspect of the event I created the St. Louis text to resemble glowing neon signage like you might see in one of the famed barrelhouses of yore.
The gritty track focused graphics were also utilized for suite decor and merchandise, such as these drink coaters.
As a gift for onsemi Racing guests attending the 108th running of the Indy 500 one additional graphic was created in the form of a collectable art print. The graphic reimagines the wall mural designs from the Detroit and St. Louis imagery as a singular street art painting sprayed on a wall behind the 2024 onsemi Racing Arrow McLaren No. 6 Chevrolet. The contrast of racing's rich history with the cutting edge technology of the modern IndyCar provided perspective of how far racing has come since the running of the first Indy 500 in 1911.
I loved the challenge of this design project and watching it evolve from a gritty asphalt pattern to a full-season of creativity including illustrated murals and graffiti style text. It was a thrill collaborating with everyone behind onsemi Racing, as well as Arrow McLaren and of course none of it would be possible without the inspiration and support of the amazing onsemi marketing team.
Illustration and visual design by Brian Miller for onsemi.
All photos © onsemi and may not be reproduced, in whole or in part, without the prior written permission of onsemi. All rights reserved.