Daytona Rising


It’s not very often that one of the world’s greatest sports’ venues gets a major facelift. In 2012, Daytona International Speedway moved forward with an ambitious 3-year, $400 million transformation of the World Center of Racing. And they called on Jump to assist on branding and marketing the new initiative to industry partners and fans alike. We dubbed the bold renovation project Daytona Rising – Reimagining an American Icon. We developed a contemporary logo identity inspired by the exterior of the stadium to-be as well as contextual storytelling to bring the future state of the stadium to life. Oh, and we built excitement for the monumental launch of the world’s first motorsports stadium, which helped secure major sponsor participation and fan anticipation.


Daytona International Speedway


Identity – Name and Logo
Launch Video
Brand Platform Design