Porsche Motorsport.
Raceborn
Raceborn: A Rallying Cry for
the Porsche Motorsport DNA
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Develop a unifying communication line for Porsche Motorsport to tie together all racing series, seamlessly connecting the brand, its products, and its motorsport heritage across social media and other platforms.
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"Raceborn"—a bold and versatile line that captured the essence of Porsche’s motorsport DNA. It was integrated across every aspect of Porsche Motorsport, from teams and drivers to global fan engagement, becoming a rallying cry for the brand’s racing spirit.
Uniting Porsche Motorsport Under One Powerful Line
Porsche Motorsport faced a challenge: each of its racing series operated with its own communication style, lacking a unifying thread to tie them together. The need for a cohesive identity was clear—one that could connect the brand, its products, and its motorsport legacy across teams, drivers, and fans.
The result was Raceborn, a powerful line that encapsulates Porsche’s DNA as a brand forged in racing. Designed to work across all series and platforms, Raceborn became the rallying cry for Porsche Motorsport, uniting its community under a shared passion for performance and heritage.
A Multi-Faceted Launch
The launch of "Raceborn" was strategically designed to resonate across Porsche Motorsport’s ecosystem:
New, Bold Visuals & Identity: The campaign introduced a sleek look and feel, establishing “Raceborn” as the core of Porsche’s motorsport DNA.
Manifesto Film: A cinematic film captured Porsche’s racing heritage and the excitement of its motorsport series, along with social cutdowns.
Driver Workshops: Sessions with drivers helped them embrace “Raceborn” in their personal communications to connect authentically with their own fans.
Global Adoption: Briefing each Porsche market to enable Porsche worldwide to integrate “Raceborn” into all communications and buyer outreach.
Artist Collaborations
Collaborating with global artists, we brought the Raceborn message to life in visually striking and meaningful ways. One standout example was the partnership with Adonis Alcici, who created bespoke artwork for Felipe Nasr’s special helmet for the Daytona 24 Hours.
These collaborations not only showcased the creativity behind Raceborn but also strategically leveraged the combined audiences of both the artists and drivers. By integrating Raceborn into high-visibility elements like helmets, we amplified the message’s reach, engaging fans across motorsport and art communities while reinforcing Porsche’s connection to its racing heritage.
Global Impact
“Raceborn” became a global success, unifying Porsche Motorsport’s communication strategy across all racing series and platforms. The campaign resonated with fans, drivers, and markets alike, extending its influence far beyond motorsport into Porsche’s broader brand identity. Through our efforts, the Porsche.Motorsport account experienced its highest new follower spike since its creation, further solidifying the campaign’s success in engaging and growing Porsche’s digital community.
My role in this project:
Social Media Strategy: Led the development of the social media strategy and collaborated with the creative and marketing strategy departments on the communication plan and rollout.
Content Development: Worked closely with designers and art directors to craft the social media look and feel, ensuring consistency and integration with CapCut for onsite communications.
Workshops and Collaboration: Conducted social media workshops with drivers, guiding them on how to use “Raceborn” authentically to connect with fans.
Artist and Driver Collaborations: Led collaborations with artists and drivers to create engaging content for Porsche Motorsport’s social channels, including limited edition designs and driver-led campaigns.