RaceID — Brand and Design System by Taneia

Identity Re-design

Overview

Redesigning the world of endurance racing

Client

Industry

Location

Role

RaceID

Sport event management

Sweden

Brand and UI designer

Challenge

RaceID's core mission is to foster a thriving community by connecting race participants and event organisers. However, the previous visual identity was perceived as intense and unapproachable by potential race participants. To address this, RaceID shifted its target audience from active racers to social participants. The core rebranding objective was to create a more inviting and accessible brand while still honouring the company's Swedish roots.

Approach

Collaborating closely with the product designer, product owner, UX designer, and marketing team, our first step was to gain a deep understanding of the target audience by gathering feedback from investors and race participants. This valuable insight guided our design decisions from new colour palette, typography, imagery, iconography and tone of voice.

Be different.
If you're not zagging, you're lagging.

The Process

Rebranding a Start-Up

Overall, the rebranding process involved an extensive research into industry best practices, close collaboration with the company’s leadership and marketing teams, and active participation from product and design teams to create a brand identity that aligned with the company’s new direction and represented consistently across all products.

The change

By conducting thorough testing with colleagues on the dark and light mode colours and the timing app user flow, we were able to validate the design's effectiveness while maintaining consistent branding. Successfully advocated for the prioritisation of user testing and adhering to WCAG 2.1 accessibility guidelines in our design process, to ensure functional and user-centric designs for a diverse range of users.