Recreating a 50 year old brand is a monumental task. American Racing, a leader in the aftermarket wheel manufacturing industry, felt after research and analysis that it was time for a rebrand. The brand had become stagnant with its audience, failing to relate to a newer, younger audience and Blue C knew in order to capitalize on the evolving consumer landscape American Racing needed to make a change. We took the task head-on and developed a new brand image, complete with brand guidelines, so all their marketing communications would be in line and the internal staff could, in-turn, project and live out this new image.

When American Racing had the opportunity to partner with one of the biggest names in NASCAR, we knew it would be big and that we would have to capitalize on it on a big way! Stemming from this partnership we developed the I am an American Racer campaign, speaking to the target racing enthusiast audience and the core American Racing consumer.