Supercharging Supercars


Supercars is Australia's 3rd largest attended and 4th most watched television sports event. It is perceived as one of Australia's most physically challenging sports with elite athletes engaged in brutal combat, driving the world's toughest racing machines. The migration to a new media partnership with Fox Sports and Network Ten allowed an opportunity to reposition and rebrand the high-octane sport.


Extreme energy, visually stunning, teamwork, respectful, relentlessly progressive, passionate - Hulsbosch built on and integrated these qualities into the creative outcome. The 'SC' moniker is a simplified identification and will generate a genuine presence as a stand-alone icon for the sport.


Three manufacturers, Mercedes Benz, Nissan and Volvo, have joined the grid in the past two seasons, playing into strategy plans of broadening Supercars' appeal, and helping attract sponsors. The sport has posted a 64 per cent surge in sponsorships in the 2015 season, signing deals with prominent Australian and international brands.


Transform Awards Asia Pacific 2015
Highly Commended trophy
Best strategic/creative development
of a new brand

The full case study

"The time was right for a striking and dominant identity on and off the track. Supercars is dynamic, aggressive and intensely competitive. The sport now has an identity that represents these characteristics on a global stage."

James Warburton, Former CEO