NASCAR × Death Wish Coffee Co.–Daytona 500 Sponsorship & Merchandising | Creative Direction & Brand Design

The Challenge
When Death Wish Coffee stepped up to sponsor NASCAR driver Anthony Alfredo at the iconic Daytona 500, the brief was clear: inject the brand’s fearless energy into the fast lane of motorsports. The visuals had to be completely on-point before hitting the Speedway, yet in true Death Wish fashion, why stop there? The aim was to seamlessly fuse the high-octane track performance with the brand’s street-level style.

My Approach
I took a two-pronged creative strategy. First, I ensured all racer assets, logos, typography, color accents—were track-ready and charged with visual intensity. Then, I extended that energy into lifestyle merchandise by designing a line of hats that echoed the adrenaline-fueled identity. They weren’t just pieces of merch—they were gear for fans who live life a little faster.

The Outcome
The collaboration came to life across multiple touchpoints: from burning rubber at 200 mph on the Speedway to the e-commerce storefront. The branded hats captured the spirit of the sponsorship—merging motorsport grit with urban style—and resonated with Death Wish's audience, sparking both buzz and desirability.

Why It Stands Out
This project showcases my ability to translate brand identity into experiential moments, whether on the racetrack or in capsule collections. It reinforces how well-integrated creative direction can elevate a sponsorship into a full-blown brand expression that goes beyond expectations.