Stewart-Haas Rebrand . Brand Work
How do we ensure a brand that has been built internally shows up externally?
That's the question I asked myself when going through a rebrand at Stewart-Haas.
Background.
Stewart-Haas Racing underwent a strategic rebranding initiative that rolled out in January 2024. This transformation wasn't just about updating our visual identity; it was about bringing the brand we had built internally to life for our external audience, enhancing our connection with fans, and maximizing the value we bring to our partners.
In the past, the primary focus was rightly on our partners, as they are crucial to our success in NASCAR and little focus had been spent on the Stewart-Haas brand. However, as the dynamics of the industry continue to shift, the org recognized the significance of our own brand in driving fan engagement and fostering deeper connections with our audience — and a strong brand adds value to our partners.
Why Now?
There were a few reasons why it was time for a rebrand:
First, we needed a design that was manufacture-agnostic. Chevy inspired our original logo, but we made the switch from Chevy to Ford in 2017, and we needed a design not tied to a manufacturer.
Second, the marketing landscape has changed. When Stewart-Haas was founded, the marketing landscape was different, and our brand identity was created with limited digital applications. We needed a logo and visual identity system that fits all our current needs and gives more flexibility.
Finally, Stewart-Haas is entering a new era. With Harvick's retirement, our team is experiencing some major changes. We believed there was no better time to be intentional about Stewart-Haas, reminding fans that while our lineup may look different, our DNA remains the same. This rebrand wasn't just about a visual identity; it was about defining our brand strategy and championing us as an organization of racers.
Approach.
The process started nearly two years prior to launch with employee and fan brand surveys and 1:1 interviews. What I learned from the research was that Stewart-Haas already had a brand — but they had not spent time and energy cultivating it externally and bringing it to life.
My goal throughout this entire process was to remain true to who Stewart-Haas was. It wasn't about re-doing the brand — it was about bringing to life the brand that had already been built inside the walls.
The Output.
The rebrand project resulted in two key components:
First, we rolled out an entirely new visual system and style that reflects our bold and ambitious ways and is agnostic to any partner or manufacturer. The visual system includes a primary logo, a horizontal and vertical wordmark, and an icon to give us the depth and flexibility we need.
Second, we launched an entire brand book that outlined our founding story, brand DNA, why, personality, and brand platform. This was not just about a new visual identity; this was about championing our brand.
My Role.
I led the entire rebrand process that included:
— Internal and external brand study research
— Writing the creative brief for the new logo system
— Hiring and managing four freelance designers for the project
— Leadership buy-in, working with our owner Tony Stewart
— Developing our entire brand book, strategy and platform
— Leading the internal team responsible for developing the style guide
— Leading the team responsible for the launch of the rebrand
— Overhauling all assets with the new look from our shop to our merch
Here's a look at some of our launch assets.
But it's about more than just a look — it's about championing our brand & DNA.
SHR Anthem
To the renegades—the bad-ass, relentless competitors who do life on their own terms—the ones who are unapologetically themselves and uncompromising in their convictions—aggressive in pursuits and unpretentious in approach—this team’s for you.
SHR represents a no-nonsense, hanging-banners breed who won’t be outworked. For us, the thrill of competing isn’t enough and winning is not just some smokey ambition.
Founded by two renegades who do things their own way, we’ve been built to adapt, shift, and progress while remaining real to our roots. It’s our DNA.
We’re for those who were born to be racers and those who discovered a love of racing. Relentless, ambitious, unapologetic, bold, fiercely loyal, and passionate in our pursuits. Here, we champion a racer’s mentality.
With this race team, what you see is what you get—no time for bullshit. Our need to go fast and our desire to win cannot be tamed. We show up - not for money or fame - but for the love of our sport.
We're just a bunch of racers. Doing it the racer's way. All in to hang banners.
