Branding for a Six Time Champion
TEAM LOWES RACING / JIMMIE JOHNSON #48
BRANDING / IMAGE PHOTOGRAPHY / RETAIL / NATIONAL ADS / RACE PROMOTIONAL
The high profile world of NASCAR is one of pure competition and Lowes Home Improvement asked us to build a brand standard for a champion - Jimmie Johnson and Lowes Team 48. In-store promotional items were created to build fan loyalty and to get fans to join Team 48. With this initial push, success was immediate and there was a demand for Team 48. People signed their name to the back of the life sized Join Team 48 Standee, the introduction of the Team 48 gift card program sold out within the first weeks and the Team 48 race cards were popular with all fans at the track. Jimmie Johnson and Team 48 are now a 6-time cup champion and the brand is a solid winner on the NASCAR track scene.