Swerv Racing Lounge
Brand Strategy / Naming / Visual Identity / Environmental Graphics
The original idea was a simulated sports arcade. The opportunity was to make it a hangout.
Working with Moonshot Management, the concept was for a simulator-based entertainment business in Nashville. The name emerged through the team's collaboration, while the positioning shifted the conversation from arcade games to a racing lounge—a place where the experience extended beyond the simulators themselves.
That distinction became the foundation for the brand's personality, language, and visual identity. A bold wordmark, expressive icon, and unapologetic orange-and-black palette established a character that felt equally comfortable on a screen, a menu, or the side of a building.
The work extended into signage, menu design, and the smaller touchpoints that give a place its character. Those considerations also informed the marketing plan, connecting the brand's energy to moments throughout the guest experience. Even the existing roadside sign became an opportunity to turn a familiar piece of the building into a distinctive landmark.
The machines provide the racing. The place gives people a reason to stay.
2025
