We created a dynamic brand experience designed to engage fans, elevate driver profiles, and capture the heartbeat of drag racing. Visual Identity The updated design mirrors the team’s bold energy—sleek, high-contrast visuals and fast-paced interaction create an immersive feel from first click. Driver-Focused Content Each driver—Mike, Jasmine, and Jianna—has a dedicated profile complete with highlights, bios, and visuals that build emotional connection and inspire fan loyalty. Real-Time Racing Hub Schedules, race-day content, and media updates are organized into a live ecosystem that keeps fans in the loop as the team moves from track to track. Ecommerce and Fan Experience Clear CTAs and intuitive navigation make it easy to shop merch, subscribe for updates, or find race-day details in seconds. Community-Driven Messaging From headline to footer, the brand voice celebrates the community that fuels the team—positioning Scrappers Racing as both leaders in sport and stewards of fan connection. Results Deeper Fan Engagement Time on site increased as fans explored drivers, videos, and media updates—strengthening connection and loyalty. Boost in Conversions Merchandise sales and newsletter signups grew significantly following launch, powered by easier access and compelling design. Positive Press and Praise Fans, partners, and media called the site electric, intuitive, and true to the Scrappers spirit. Ready for the Next Run The new platform is built for scale—serving fans, partners, and future sponsors with the same speed and precision that defines Scrappers Racing.