INDUSTRY:
Fan Engagement + Experience Design
PROJECT TYPE:
Interactive Web-App + Print Piece Redesign
DURATION
January 2024 - July 2024
ROLE:
UX/UI Designer + Illustrator
intro.
NASCAR set out to revitalize its Kids Club Activity Book to better engage a new generation of young fans. Our team modernized the experience across both print and digital formats—making it more interactive, educational, and visually exciting. The goal was to boost family engagement, strengthen brand loyalty, and help broaden NASCAR’s audience by creating content that makes the sport feel fun, accessible, and memorable for kids.
The primary audience for the redesigned NASCAR Kids Club is children aged 5–12 who are discovering NASCAR through play and interactive learning. The secondary audience includes parents and caregivers seeking fun, educational activities that foster a positive connection to the sport.
challenge.
How might we create a fun, interactive, and educational NASCAR Kids Club experience that engages children and families while keeping existing fans excited?
Making the Most of Users' Experience: Festival and race attendees are most engaged by interactive, entertaining, and educational activities that fill downtime, appeal to families and children, and provide hands-on learning experiences. These insights guided the creation of the updated Kids Zone, including two web app games and the activity book.
Our multidisciplinary class was split into three focus groups, each designing one of the Kids Zone experiences: two interactive web app games and the activity book. I was assigned to the activity book group, where I helped develop initial research and iterations that were fun, educational, and engaging for children and families. Throughout the process, we collaborated across groups to maintain a cohesive visual style and connection to the NASCAR brand.
Evaluating the Original Activity Book: The original NASCAR Kids Club Activity Book lacked color, energy, and age-appropriate design. Many pages felt visually dull, and the coloring activities were too complex for younger children. Our goal was to refresh the book by improving existing pages, enhancing the overall layout, and adding new features and coloring pages to create a more engaging and accessible experience for kids.
result.
The redesigned activity book features a brighter color palette, simplified illustrations, and new interactive pages that strike a balance between fun and learning. Our updates made the book more engaging for young readers while staying true to the NASCAR brand and event theme.
The redesigned NASCAR Kids Club Activity Book was featured in the Kids Zone at the Chicago Street Race, with 53,000 copies printed and distributed to families. The refreshed design brought color, interactivity, and educational value to the experience, transforming a simple handout into an engaging brand touchpoint for young fans.
