Dale Earnhardt, Inc. Style Guide & Products

Gameplan Creative developed an extensive style guide for Dale Earnhardt, Inc.(DEI). The team style guide program greatly improved the way the racing team's visual assets (logos, numerals, word marks and photos)were deployed to its marketing, sponsor, media and merchandising partners. The style guide focused on key brand attributes of the Dale Earnhardt, Inc. Brand: Performance, Power, Attitude and Legacy, the unique competitive attributes of DEI. We took elements of the style guide and developed a series of product designs for Wincraft, Inc., the largest licensed hard goods retailer in the US.