Supercharging Supercars


Supercars is Australia’s 3rd largest attended, and the 4th most-watched television sports event. It’s perceived as one of Australia’s most physically challenging sports, with elite athletes driving the world’s toughest racing machines. A new media partnership with Fox Sports and Network Ten presented an opportunity to reposition and rebrand the high-octane sport. What was needed was a new, striking and dominant identity that took the sport into its next phase, on and off the track.

An exhilarating race experience

Hulsbosch created a powerful and gutsy marque that better reflected the sport. The ‘rocket red’ and white insignia suggests an exhilarating race experience, while the curvature of the ‘S’ references the tight racetrack corners and chicanes. The letter ‘C’ is cleverly incorporated into the negative space representing the strategic thinking and power of the Supercars Championship.

A massive turnaround

Since the rebrand there has been a massive turnaround, anchored by crucial new television deals and an increase in race attendance. Three manufacturers, Mercedes Benz, Nissan and Volvo, joined the grid helping the sport post a 64% surge in sponsorships, signing deals with prominent Australian and international brands. Facebook engagement is second only to AFL and there is close to an 80% improvement in profitability.

Project Scope

Research and analytics
Brand strategy and positioning
Brand portfolio and architecture
Identity design
Logo creation
Messaging and tone-of-voice
Employee engagement
Brand guidelines
Implementation and roll out
Digital design


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

‘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, Supercars

‘You don’t even have to think about whether they’ll do a good job. They take every single assignment to heart and put in every ounce of effort.’

James Warburton
Former CEO, Supercars