Art direction, graphic design, copywriting
Background: Arenacross is a minor league indoor motocross series, held in, you guessed it, arenas. The athletes have dreams of moving up to the big leagues of Supercross and Outdoor Nationals Motocross. If they work hard enough, they just might make it.
As the copywriter and designer on this campaign, I blurred the messaging to make it relate almost as much to the participants, as to the ticket buyers. I took that approach because a large percentage of fans of Arenacross are weekend warriors at their local off-road parks, participating in recreational motocross and ATV riding. "I Am Arenacross" was all about gritty fonts, high-contrast photography, retina-burning yellow spot color, and aspirational headlines. Everything from the TV and radio spots, to the rider handbook and awards banquet invitations were based on the tone I established.
