Jimmie Johnson x Carvana
Jimmie Johnson x Carvana
Overview
This project was a giant collaboration across our Visual Design and Graphic Design teams. We were tasked to develop a refresh the visual identity for our partnership with Jimmie Johnson, an ex-Nascar racer, as we enter the second season.
Client:
Carvana
Year:
2022
Role:
Visual/UI Designer
Project Type:
BRANDING
UI DESIGN
Overview
This project was a giant collaboration across our Visual Design and Graphic Design teams. We were tasked to develop a refresh the visual identity for our partnership with Jimmie Johnson, an ex-Nascar racer, as we enter the second season.
Client:
Carvana
Year:
2022
Role:
Visual/UI Designer
Type:
BRANDING
UI DESIGN
Process
As one of two visual designers on the project, I collaborated closely with two graphic designers to explore and define the creative direction for Season 2. Guided by a manifesto outlining key themes and constraints, our explorations focused on spotlighting Carvana Blue as the primary brand color and developing dynamic patterns that conveyed a sense of visual motion. Principal photography for the new season had already been captured, featuring our refreshed Carvana Blue, giving us a strong visual foundation to build on.
As one of two visual designers on the project, I collaborated closely with two graphic designers to explore and define the creative direction for Season 2. Guided by a manifesto outlining key themes and constraints, our explorations focused on spotlighting Carvana Blue as the primary brand color and developing dynamic patterns that conveyed a sense of visual motion. Principal photography for the new season had already been captured, featuring our refreshed Carvana Blue, giving us a strong visual foundation to build on.
Concept
We landed on No Finish Lines as the campaign tagline — a concept that reflected Jimmie Johnson’s ongoing racing journey and personal mantra, while reinforcing the idea of continuous momentum. Building on this theme, we drew inspiration from Carvana’s circular brand elements — including the encircled logo and halo motifs — to develop bright, dynamic patterns and looping linework. These visuals not only aligned with the foundational guidelines in the brief but also symbolized the infinite energy behind the campaign.
We landed on No Finish Lines as the campaign tagline — a concept that reflected Jimmie Johnson’s ongoing racing journey and personal mantra, while reinforcing the idea of continuous momentum. Building on this theme, we drew inspiration from Carvana’s circular brand elements — including the encircled logo and halo motifs — to develop bright, dynamic patterns and looping linework. These visuals not only aligned with the foundational guidelines in the brief but also symbolized the infinite energy behind the campaign.
Landing Page
I led the design of the campaign landing page, where the main activation would live. Building on the established visual patterns, I created a vibrant, motion-driven layout that showcased bold typography and the beautiful photography our assets team captured in studio. The page featured a detailed overview of Jimmie's car with key feature highlights, integrated section that leads back to Carvana.com, animated ticker tapes displaying upcoming race information, and a dedicated social media section to drive engagement. I also designed a post-launch iteration of the landing page, adding new sections for charity donation opportunities and live video streams from Jimmie's races as they happened.
I led the design of the campaign landing page, where the main activation would live. Building on the established visual patterns, I created a vibrant, motion-driven layout that showcased bold typography and the beautiful photography our assets team captured in studio. The page featured a detailed overview of Jimmie's car with key feature highlights, integrated section that leads back to Carvana.com, animated ticker tapes displaying upcoming race information, and a dedicated social media section to drive engagement. I also designed a post-launch iteration of the landing page, adding new sections for charity donation opportunities and live video streams from Jimmie's races as they happened.
Marketing Tiles
Additionally, to drive traffic to the landing page, I created marketing tiles on both our homepage and SRP (Search Results Page).
Additionally, to drive traffic to the landing page, I created marketing tiles on both our homepage and SRP (Search Results Page).
Outcome
The Season 2 Jimmie Johnson Partnership campaign was a major success, outperforming all key metrics from Season 1. The refreshed visuals were well-received by both Jimmie Johnson’s team and users, while also earning strong praise internally across the company. This project served as another great example of effective cross-team collaboration, driving a cohesive and impactful launch.
The Season 2 Jimmie Johnson Partnership campaign was a major success, outperforming all key metrics from Season 1. The refreshed visuals were well-received by both Jimmie Johnson’s team and users, while also earning strong praise internally across the company. This project served as another great example of effective cross-team collaboration, driving a cohesive and impactful launch.