Project Heritage: Where Tradition Never Stops
Background
Due to the unknown nature that Covid-19 would have on Indianapolis Motor Speedway (IMS) and its events in 2021, the marketing and creative team worked on an idea to keep people interested and promote the venue without pushing tickets or visiting the track. Project Heritage was born: a direct play on IMS's 2021 Month of May marketing campaign "Where Tradition Never Stops."
This became an immersive web series that chronicles the greatest moments, traditions, and heroes of the Racing Capital of the World, Where Tradition Never Stops.
Designer Amiah Mims and I designed and developed this series of web pages within the Content Management System Ceros. The copy work was written by the team’s content writers Zach Horral and Curt Cavin.
Team: Amiah Mims, Jalen Moore, Zach Horral, Curt Cavin for Indianapolis Motor Speedway.
Goals & Objectives
PAYING HOMAGE: Show respect and honor to the legacy and history of the venue.
IMMERSIVE EXPERIENCE: Displaying content in a refreshing and awe-inspiring manner that would intrigue both new and veteran fans alike.
Left to right: Sketch for mobile Hero page and early process wireframe
We were given the freedom to design each page in the manner we felt best emulated the story and provided the best user experience. While this project was a part of the Month of May (MoM) campaign it was deemed best to not affix it to the MoM branding. Instead, we created its own so that it wouldn't feel dated when fans returned throughout the years.
Left to right: Section of the A.J. Foyt Hero page, Landing Page for Project Heritage, Section of Borg-Warner Trophy Traditions page
To create cohesiveness between the varying stories we designed systems for color, texture, and layout used for each of the three topics.
Left to right: Section of the Rick Mears Hero page, Intro section of the 1961 Stock Car Test Moments page, Section of the Helio Castroneves Moments page
Results
STRAINING: This was a daunting undertaking. The team pushed a new page out every week for almost 16 weeks straight. The team spent well over 500 hours pouring over copy, pulling imagery and video, and making each experience pixel perfect.
HOMAGE PAID: We feel we successfully gave tribute and honor to these moments, traditions, and heroes throughout IMS history. The page has since become a fan favorite, still receiving new visits daily more than a year later.
While the original landing page has since been removed and IMS is no longer pushing new pages you may still visit the individual web experiences if you would like: