Octane music festival

Problem Space:

The Brickyard 400 is a NASCAR race at the Indianapolis Motor Speedway (IMS). It brought NASCAR to Indianapolis and everyone loved it. As celebrity drivers such as Dale Earnhart Jr. and Jeff Gordon started retiring and fans got older, attendance at events began dropping. It’s estimated that just over 30,000 fans were in attendance for the 2018 race. In addition to attendance dropping, there is a lack of fans in the younger generations causing a huge drop in interest of the series.


OCTANE is a 3-day music festival at the Indianapolis Motor Speedway during the Brickyard 400 race weekend. It is a great opportunity to attract a younger audience to the track where they can enjoy live music as well as be exposed to everything NASCAR has to offer out of a race experience. This multi-genre festival hints at the race through the name. “Octane” is a component of fuel that, at higher levels, allows engines to burn it slower and much hotter than the average fuel. Along with the name, the red, white, and blue color palette and energetic aesthetic makes this dynamic brand and festival a very plausible solution.

Print collateral:

Photography treatment: