Jeff Jones

Backstory

The PayDay project was my first experience with creating a "standard" paint scheme that would be used for the full NASCAR Xfinity Series. Working directly with the Brand Manager from Hershey's, I was able to create a design that was eye-catching and would let the viewer know at a glance exactly who was the sponsor on the vehicle. Although a lot of work was put into creating the candy bar that appeared to be breaking out of the back of the car, it was rarely seen on the actual race car, as this area is one of the most desired (and most expensive) areas for advertisement. As a result, part of the space was usually sold to a regional grocery or convenience store chain, based on where the race was being held on a certain weekend.

Once the car design was completed,it was necessary to begin carrying the theme across other areas that would be needed to promote and brand the team. I was able to build designs for the team transporter, firesuits for both the driver and the crew, helmets for the pit crew to wear, and a trailer to transport a show car to outside promotional events during the season. The final element was the creation of the PayDay Racing logo as a way to tie everything together. This project was a particular challenge, as it meant not only designing for traditional print, but also for large-format (vehicle wraps), and apparel design.

Although the PayDay sponsorship lasted only one season, the design was seen in Victory Lane multiple times, with wins at Bristol, Richmond, and Michigan.