Farmboy handled rebranding for central Iowa’s most recognized race track, the Iowa State Fair Speedway. Having started from scratch, we wanted to honor the raceways legacy with a logo that felt classic and timeless.
The logo and subsequent assets were used on various environmental graphics, clothing lines, social content, print collateral, and more, giving race fans countless touchpoints with the refreshed brand long before they ever hit the grandstands. The biggest change, however, came in the overhaul of the previously dated website. The most desired feature was for the user to easily buy tickets on desktop or mobile, making it effortless for race fans to purchase, receive confirmation, and check in at the gates on race day. We simplified the ticket path, reduced unnecessary clicks, and made key information impossible to miss. On the backend, integrations with ticketing tools and streamlined content management make updates faster for staff, so promotional campaigns, special events, and weather-related schedule changes can be communicated quickly without derailing the simple, fan-friendly experience we designed from day one and well beyond. Did we accomplish this? You know it.
