Giving race drivers a winning advantage.

MyRaceLab is a brand new racing technology application built across desktop and mobile applications that aggregates a range of common data sources, such as engine management systems, chronometric data, spatial tracking via GPS and video footage. Up till now a lot of these data sources were hard to make sense of, let alone understand how it could make you a better race driver.

The data-driven insights help drivers identify areas for improvement and optimise their race strategy. Continuous and incremental improvements come from analysing performance and give drivers actionable technique recommendations. MyRaceLab enables a continuous refinement of driving skills and the ability to more safely push the limits.

As a start up, MyRaceLab was being built from the ground up. Extensive customer interviews provided a solid product development pathway, and our first task was to develop a workable but flexible brand strategy, based on understanding customer needs.

The idea was MyRaceLab was literally putting elite race team technology into drivers’ hands. Incremental improvements in cornering, race-lines could get drivers podium finishes.

The brand needed to immediately say ʻrace technologyʻ and the sentiment we built the brand around was ʻGiving drivers a win everyday’; the sense that any improvement, no matter how incremental, felt like a win.

Beyond the new brand signature, we helped MyRaceLab develop the assets for the application UI, and also their new voice in visual expression and communications.