From Vintage Races to a Living Revival
Brand Identity, Messaging, Merch & Experience Design
The Lake Garnett Grand Prix Revival has always had the ingredients—history, character, and a devoted following. What it needed was a clearer expression of what made it special.
Challenge
The visual identity felt dated.
The messaging didn’t fully capture the romance of vintage racing.
Event merchandise was limited and lacked online presence.
The overall experience stopped at the track.
There was a clear opportunity to elevate the event—without losing the authenticity that made it special.
Leggera Creative was brought in to elevate the event—not by changing its essence, but by revealing it. The result is a more immersive, more cohesive experience that feels less like a weekend race, and more like stepping into another era.
Approach
Rather than simply redesigning a logo, we reimagined LGGPR as a revival in the truest sense. An experience rooted in vintage motorsport—but expanded into something warmer, richer, and more immersive.
We developed a new visual identity inspired by mid-century racing culture, refined the event’s voice and messaging, created merchandise designed for real-world appeal, built an online sales portal uniquely branded as Grand Prix Mercantile, and introduced Revival Row—a curated lifestyle destination that extended the experience beyond racing itself.
Every design decision was made with long-term intention, logic & event individuality.
Outcome
The result is a brand that feels as distinctive as the event itself.
What once read primarily as a race weekend now presents as a destination—one with character, clarity, and broader appeal.
The new identity gives LGGPR a stronger visual presence.
The messaging brings forward the romance and story of vintage motorsport.
Merchandise design and online sales creates new touchpoints beyond the event.
Revival Row introduces a sense of place—something guests can step into, not just observe.
OLD LOGO
Checkered flags are overused, often reproduced poorly, and blend into the landscape of generic car event branding. They also signal a race finish—while LGGPR is a revival, not a race—creating a subtle mismatch between identity and intent.
NEW LOGO
The new mark trades cliché for character—replacing noise with something more timeless and unmistakable. A single, iconic form that nods to the golden era without imitation. It gives the Revival an identity that finally matches its spirit—refined, evocative, and quietly unforgettable.
“We wanted (the logo) to feel like something a privateer racer could hand-paint on his car in 1950 — chunky lines, confident lettering, nothing wispy or tedious.
The kind of “speed” elements he’d sketch in his school notebook when he should’ve been paying attention.”
The racing helmet becomes a unique foundational symbol.
The vintage racing helmet provides a period-correct, human-centered, instantly recognizable, and ownable symbol that anchors the entire system. Car-brand agnostic by design, the mark is not tied to a specific model or manufacturer, allowing every participant to see themselves represented.
Project Impact
LGGPR now has a foundation built for growth.
A stronger brand improves sponsorship potential.
A more immersive experience increases attendee engagement.
A cohesive identity creates long-term recognition and loyalty.
Most importantly, the event now better reflects what it has always been at its core—something special.
Brand 10% Message
Each October, the Lake Garnett Grand Prix Revival brings the spirit of vintage sports car racing back to its original lakeside road course—surrounded by the sights, sounds, and style of motorsport’s golden era.Brand Promise
The Lake Garnett Grand Prix Revival is a historic racing festival held at the original lakeside road course — celebrating the spirit of vintage sports car racing and the culture that surrounds it.The event comes alive through its people — drivers, onlookers, dancers, makers, and merchants — each contributing to the rhythm, character, and shared spirit of the weekend.
By valuing shared enthusiasm over exclusivity, and keeping the experience accessible to drivers, spectators, families, and the broader community, the Revival honors motorsport history with respect for both the cars and the place where it all began.
Scope of Work
Brand strategy
Visual identity redesign
Event messaging and promotional copy
Merchandise design
Online store and sales support
Revival Row concept development
Experience and atmosphere direction
Social Media Strategy
This project essentially spawned 3 brands - the refreshed Revival itself, but also Revival Row & the Grand Prix Mercantile merch site.
Each are cohesive but with multiplied growth potential.
Revival Row is an immersive village within Garnett’s historic city square, encouraging visitors to step into racing’s golden era. Dress in period fashion from the 1930s–1960s, sway to the sounds of vintage music and dancing, browse souvenirs and curious trinkets, and watch skilled makers demonstrate their craft. As string lights glow overhead and engines cool down, Revival Row becomes a place where the spirit of classic motorsport comes alive.
“The goal wasn’t just a better logo. It was a better feeling. Adding Revival Row turned spectators into participants.”
We designed merchandise for real-world appeal, built an online sales portal uniquely branded as Grand Prix Mercantile, and simultaneously inspired new touchpoints beyond the event.
