Toyota Gazoo Racing

Client: Toyota
Studio: Design Studio
Role: Design Direction, UX/UI Design
Collaborators: Peter McClelland - Creative Direction, Justin Rands - HTML Development & Motion Design

Uniting a Global Community
Toyota decided to unite all of its motorsport activities (Toyota Racing, Lexus Racing and GAZOO Racing) into Toyota Gazoo Racing. Recommitting to its founder, Kiichiro Toyoda’s, original vision of using racing as an opportunity to push a vehicle’s performance and advance the automotive technology.

Creative Partners
We worked closely with the Toyota executives and their longstanding agency and development partners to create a singular automotive racing platform under the new Toyota Gazoo Racing banner. This meant merging multiple independent racing sites and developing a new look and feel that represented the new Gazoo Racing brand. We created a cohesive experience for the multiple motorsports and audiences.

Coming Together
Our main objective was to celebrate Toyota’s dedication to building ever better cars, but we wanted to show the magic and energy that makes the sport – not just the car. We built our vision on two powerful forces – Toyota’s technological advancements and the fierce determination of the human spirit. This concept celebrates the relationship between Toyota’s people and its technology. From this creative concept, we created the red angled line to express a sense of speed and reflect the Toyota logo. Running through the site, the line acts as a thread that brings together the fans and sports, and the people and technology.

Pioneers in Automotive
The new site reconnects the fans with their sports, reaffirms Toyota as a force to be reckoned with in the races, and as a pioneer in the automotive industry.