The CW's entry into NASCAR has injected fresh energy into the Xfinity Series, transforming what was once seen as a secondary property. The network has implemented a premium design approach that reflects the competitive spirit and youthful dynamism of the sport.
This new broadcast design, the result of a collaborative effort between The CW's internal creative team, Two Fresh Creative, Drive Studio, and other partners, represents a significant departure from previous presentations. “We wanted to treat Saturday’s race like it was as good as Sunday,” said Rich Browd, SVP of brand creative at The CW. “Historically, the Xfinity Series felt like an afterthought.”
The Xfinity Series, a support race for the main Cup Series, serves as a crucial development platform for emerging talent. Many teams affiliated with Cup Series organizations use it as a pathway for driver progression. Browd highlighted that the new approach enhances the series by focusing on the exceptional racing and the considerable stakes for the young drivers.
The CW’s strategy starkly contrasts with previous broadcast partners’ treatment of the series. For The CW, which secured a seven-year agreement with NASCAR, the Xfinity Series is not an afterthought; it’s the centerpiece of its burgeoning CW Sports portfolio. “That’s what made it super cool. You just don’t see Xfinity with this much love,” said Phil Guthrie of Two Fresh Creative. “Having it as the marquee property for CW — they were just pumped.”
A distinctive feature of this new package is the glass car graphic, symbolizing the power and vulnerability inherent in the sport. This visual metaphor encapsulates the delicate balance between risk and reward that defines the Xfinity Series.
“We wanted to play up the stakes,” Browd explained. “When you’re on a larger racing team, you’re funded in a more healthy way. But these guys, if they crash that car, there’s a chance they may not get the car back on the track for the next race. Money’s not flowing. The high stakes are represented in the glass car. Glass is very brittle, and that glass also made it easy for us to show the power inside the vehicle.”
The design process involved a range of creative partners, with The CW's internal team leading the vision and collaborating with external agencies on the final product. Marcos Vas and Elton Gamez developed initial concept boards, which immediately resonated with Browd. “They hit on everything we were talking about,” he said, emphasizing the concepts’ premium aesthetic. “We wanted to make these guys feel like total rock stars.”
Two Fresh Creative, known for their work on The CW's basketball and football packages, contributed significantly to the NASCAR broadcast, particularly the wrap-around animation elements, including the glass car. “We kind of landed in this moody, sexy environment where we’re building things using the hot sauce color, which is CW’s signature color,” said Guthrie.
Guthrie emphasized the incorporation of “speed factor” and atmospheric elements like smoke, distinguishing the broadcast from competitors. A noteworthy aspect is the shift to a bottom bumper leaderboard, creating a more cinematic feel. “Putting the bumper at the bottom created this more cinematic experience,” Browd noted. This expands the director’s flexibility and reduces screen clutter.
Drive Studio collaborated with The CW on the leaderboard design and key elements of the insert graphics system, including the insert motion theory. The internal team refined these concepts to develop the final package, which includes variations to suit different race scenarios. The bumper’s size can adjust, and it can be transformed into a takeover ad for sponsors.
“You’ll notice in the 2D design theory that we’ve created — where titles come in and out — it’s all based on the track,” noted Browd. “It’s all based on the sport.” The new design has already received positive reception from NASCAR fans, particularly online, where viewers praised features like the return of car illustrations in the starting grid graphics.
This NASCAR package is integral to The CW's overall branding strategy for its sports properties under the CW Sports umbrella. “The deal is seven years, so I’m excited to see how we can continue to push it,” said Browd. “Being sort of a smaller brand in this space, and me being a brand guy, everything needs to ladder up to the greater good,” Browd explained. “Everything has to work toward that greater goal of brand awareness.”
This unified approach extends to other CW Sports properties. “I think it’s fun and interesting to have each package look similar to feel more of a CW Sports brand presence,” Guthrie said. “It really makes the sports department feel strong.”
“This is fresh for NASCAR,” Guthrie added. “It’s a statement of, ‘We don’t need to go down the same NASCAR path for every package, let’s try something different.’ This is a pretty bold statement of where NASCAR could go for graphics.”