Sports Illustrated’s NASCAR Sprint Cup Website



February 2016 / View Live


Freelance Art Director: UX concepts and wireframing, responsive design, infographic design, visual design


NASCAR is the pinnacle of America’s need for speed, and this 36-race battle to win it all starts with the Daytona 500, the most prestigious race in NASCAR. After a $400 million reimagining of this iconic speedway in 2016, the fan experience changed dramatically. Increasing grandstand seating, adding multiple concourses, WiFi, HD displays and more, goes a long way since it’s original construction in 1959. This NASCAR Sprint Cup website provides details around the reconstruction, the Sprint Cup schedule, standings, drivers to watch, and links to more content on

Key Challenges

  • Balance the utility of race information with rich editorial content

  • Create a unique stand-alone website that works in Sports Illustrated’s ecosystem

  • Tastefully drive users to engage more on

  • Incorporate ad requirements

  • Create narratives through infographic designs

  • Design for responsive breakpoints



As part of a larger initiative around the new Daytona speedway and the upcoming Sprint Cup races, this website was considered the hub for all things. This meant that I had to coordinate with many other teams around photography, video, editorial schedules, sponsorship requirements, copy editing and fact checking, development timelines, and sign offs from various groups under a tight schedule. The final presentation, which was semi-templatized, helped to streamline and expedite both design and development, as well as promoted a cohesive system across all pages.