Expanding the NASCAR SAFER Barrier Technology Worldwide
Turning complex safety engineering into a clear, multi-language marketing system.
When Motorsports Safety Technology, NASCAR, and the INDY Racing League set out to expand the SAFER Barrier (Steel And Foam Energy Reduction Barrier) worldwide, the goal wasn’t just to design a brochure. It was to take highly technical, behind-the-scenes engineering information and shape it into something track owners around the world could quickly understand — and feel confident investing in.
Additionally, the marketing pieces needed to be designed and translated across five languages — English, Spanish, Brazilian Portuguese, Mandarin, and Japanese — without losing clarity or design integrity.
The project also included creating the first public-facing SAFER Barrier logo. The mark was kept succinct — monotone while making a simple visual reference to the system’s five hollow steel components.
Front and back cover for the SAFER Barrier brochure English version.- The first brochure spread introducing and explaining the importance of the SAFER Barrier technology.
- Depth and dimension were designed to create a unique way to show the data.
- Details about the teams responsible for making the SAFER Barrier technology.
Designing for a highly analytical audience.
We simplified the story without dumbing it down. Data stayed front and center, but charts and graphs were designed to feel more dynamic than clinical — an important reference to the speed and energy of the motorsports it was representing.
From brochure to envelopes to multilingual versions, every piece had to hold together visually while making room for the significant differences in each language. Close collaboration with the translation team kept the messaging, technical content, and visual design intact.
This project presented some unique challenges, but it was fun to be part of a team so dedicated to making racing safer around the world.
We brought Jason on to design new logos and marketing materials for a motorsports project. He spent a lot of time learning the technology and listening to our wants/needs, and quickly gained a sharp understanding of the design and execution needs. Jason presented several design directions that all made sense, and worked with us to select a theme and move forward.
He also coordinated a full scale website launch with another vendor and really “owned” the process.
With so many different things on our plate, which I am sure is also true for Jason, we really feel like we got personal service and expert advice.
— CLIENT TESTIMONIAL
