Most motorsport brands design a livery. We designed a system.
The Tommy Lemaire project covers a Corvette C7, a DRVR suit, a pit cart, team apparel, and fan pieces. From day one, none of it was treated as a separate deliverable. The brief was simple: build something that is visually consistent and stands out everywhere it shows up. On track, in the pits, on the fans, or a drone shot from 40 feet up.
Insert Riot…we don’t hand you a logo and a color palette and call it a day. We figure out what your brand actually needs to do and then build it to do that thing, across every surface it touches.
HOW IT ALL STARTED
The answer was the Canadian flag; paying homage to Tommy and his roots. We pulled the maple leaf apart— fragmented it, sharpened it, turned it into a pattern that reads more like motion than static identity. You can still clock where it comes from, but it doesn’t sit still long enough to feel like a standard logomark.
This brand tension runs through everything. The graphics pull across surfaces and shift direction, making the car look fast standing still.
COLOR
Red, purple, and orange shouldn’t work together and that’s exactly why we used them. We love a mash up that keeps people guessing. Instead of neutralizing the friction, we leaned into it. Red dominates, purple cuts through, and orange pushes it further. Nothing fully resolves and that’s the point. It keeps the whole system feeling alive.
THE WORK
Formula Drift gets filmed from above. Drones, elevated rigs, top-down angles everywhere. Most livery designers think about the side profile, so instead we made the roof one of the most important surfaces in the build.
The suit follows body movement instead of panel lines with the same fragmentation language across different axes. The pit cart carries the same visual weight as the car. The team apparel strips it back just enough for a 14-hour event day without losing the identity. The fan tees push it further with surreal graphics and hints of 80s poster energy. Connected to the system, but with their own personality.
MARKETING MATTERS.
Most brands don’t have a design problem. They have a systems problem.
The logo looks great and the campaign comes together, but in the end each individual asset isn’t cohesive enough to feel memorable. The product doesn’t reflect the brand and every touchpoint feels like it came from a different vendor— because it did. Sound familiar?
When everything is moving, everything is visible, and everything is happening at the same time, disconnect isn’t just noticeable— it’s fatal. We build brand systems that hold up. Doesn’t matter if it’s a race car or a SaaS product or a consumer launch. The discipline is the same. The work either works as a system, or it doesn’t work.
CONTACT RIOT TO START MARKETING
