Dale Earnhardt Inc. Style Guide

In 2006, we developed a unique and extensive style guide for Dale Earnhardt, Inc. (DEI). The Team DEI style guide program greatly improved the way the racing team’s visual assets (logos, numerals, wordmarks and photos) were deployed to its official marketing, sponsor, media and merchandising partners. The style guide focused on key brand attributes of the Dale Earnhardt, Inc. Brand: Performance, Power, Attitude and Legacy, which were the unique competitive attributes of DEI. We took elements of the style guide and developed a series of product designs for Wincraft, Inc., the largest licensed hard goods retailer in the U.S.