CHARLESTON MOTORSPORTS CLUB WEBSITE
OPPORTUNITY
A NEW LOGO & WEBSITE WORTHY OF DISCERNING DRIVING ENTHUSIASTS
When you aspire to attract extremely affluent motorsports consumers, every detail matters. Charleston Motorsports Club came to JACKSON with an exciting idea and vision—an exclusive, membership-only, country club experience for affluent drivers and their families—yet they had barely broken ground.
The answer: gracefully blend the emotional with the rational. In short, connect with their hearts, then their heads (and lead feet).
A LOGO CONNECTED TO THE PAST, WITH A NOD TO THE FUTURE
Competitor research showed the JACKSON team that edgy, modern marks with super-thin strokes (and barely legible typefaces) were the designs of choice among the industry. Nothing wrong with that, of course, but if Charleston Motorsports Club truly wanted to pay homage to classic motorsports heritage, while focused on the family and racing's future, it needed to stand out with timeless appeal.
The chosen logo was a crest adorned with a laurel wreath—a homage to the traditional laurel wreath of racing's yesteryear. After all, the name "Charleston" itself evokes a feel of timelessness and elegance, therefore the logo needed to help amplify this "timeless" story.
CREATING AN EXCLUSIVE WEBSITE PRESENCE WITH MINIMAL ASSETS
Charleston Motorsports Club is more than a racetrack. It's a trendsetting club of like-minded owners of luxury, classic and super cars in the Southeast. (That said, when we created the website, they'd yet to break ground.)
The Club's vision was that of fine dining, world-class living and shopping, and, yes, substantial time on the track. JACKSON wanted the website presence to create a sense of discovery and adventure that connected with our prospects' passions, so as they scroll the homepage, they are welcomed with emotional images and engaging content to get their hearts beating.
We needed to communicate an exclusive lifestyle (only 75 minutes from Charleston), a vision for the future, a demand for excellence and most importantly, a membership like no other. (We also needed to give our clients complete access to interactive, real-time analytics reporting.)
See the site for yourself. And if you truly have a passion for the motorsports lifestyle, join today and invite us very soon for a visit.
