BONNIE MARCELO
BONNIE MARCELO
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Girls Who Grid
Girls Who Grid
Research Question
How might we create an inclusive and informative environment for people interested in motorsports?
Project Overview
I started attending IndyCar races in 2021 and noticed the lack of diversity in terms of race and gender. I felt really alienated when I attended my first race and felt very out of place. My goal was to create a space that was welcoming and open to those who wanted to learn about IndyCar, giving people the opportunity to explore the basics of the sport without intimidation or judgment.
Branding / Social Media/ Marketing
Audience/Users
Audience/Users
My audience is Gen Z/ Millennial people who are interested in motorsports, specifically IndyCar. They would describe themselves as unapologetically “feminine” And are looking for a community of likeminded people who enjoy the combination of motorsports and a feminine aesthetic.
Process Overview
Process Overview
I researched other Instagram pages for motorsports and saw a very limited amount of aesthetically pleasing motorsports pages that followed IndyCar. There were many that follow Formula 1 and have a feminine aesthetic but none for IndyCar
Found that there was a lack of any IndyCar merchandise or visuals that appealed to women
Created mood boards that displayed multiple different vibes the brand could turn to
Developed multiple different logos and aesthetics and received feedback from mentors on which directions to move forward in
Established branding through type, color, and textures to appeal to my target audience
Created multiple sets of social media graphics and adjusted content based off analytics and what performed best
Solution components
Solution components
I designed the following components as part of my solution:
Instagram Page (multiple posts with informational graphics and community building posts)
Branding
IndyCar Season Tracker (helps track races)
Sticker Pack
Success Criteria
and My Solution
Success Criteria
and My Solution
After my design process, for my solution to be a success, I know it needs to:
Create an inclusive community that welcomes all to explore motorsports without intimidation
Blend together a traditional motorsports aesthetic with a more feminine aesthetic to appeal to a younger audience
Have a supportive community of people interested in venturing further into the world of motorsports
People will have a basic understanding of how IndyCar works
Instagram Page should have a consistent rate of growth, attracting new and existing fans of IndyCar
DESIGN CRITERIA 1
DESIGN CRITERIA 1
Create an inclusive community that welcomes all to explore motorsports without intimidation
Create an inclusive community that welcomes all to explore motorsports without intimidation
Girls Who Grid as a brand, allows for new fans and established fans to venture into the world of IndyCar by providing them with new information and opportunities to not only learn about IndyCar but also connect with IndyCar fans through social media
DESIGN CRITERIA 2
DESIGN CRITERIA 2
Blend together a traditional motorsports aesthetic with a more feminine aesthetic to appeal to a younger audience
Blend together a traditional motorsports aesthetic with a more feminine aesthetic to appeal to a younger audience
The combination of a traditional motorsport’s typeface, action shots, a feminine color palette, and a scrapbook “collage” style creates a new and refreshed style parting from the traditional motorsports masculine style.
DESIGN CRITERIA 3
DESIGN CRITERIA 3
Have a supportive community of people interested in venturing further into the world of motorsports
Have a supportive community of people interested in venturing further into the world of motorsports
Girls Who Grid has created a community of women and minorities who are interested in the collective journey of exploring motorsports, more specifically IndyCar. This is seen in the 150+ followers the Instagram page has gained.
DESIGN CRITERIA 4
DESIGN CRITERIA 4
People will have a basic understanding of how IndyCar works
People will have a basic understanding of how IndyCar works
The IndyCar season tracker partnered with informational graphics posted on the Girls Who Grid Instagram allows new and established fans to have an easy-to-understand foundation on the basics of IndyCar
DESIGN CRITERIA 5
DESIGN CRITERIA 5
Instagram Page should have a consistent rate of growth, attracting new and existing fans of IndyCar
Instagram Page should have a consistent rate of growth, attracting new and existing fans of IndyCar
The Girls Who Grid Instagram page has seen consistent growth and reach throughout the past three months. Girls Who Grid has amassed 150+ followers, reached 2.2k accounts, and gains a consistent flow of likes and comments on each post.
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