We designed, concepted, and developed a fully responsive digital experience for Road America, rooted in the rich history of the track dating back to the 1950s. The new site seamlessly integrates modern functionality with historical significance, offering features like e-commerce for tickets and merchandise, interactive camping registration, and real-time race updates. The platform’s intuitive design and robust back-end infrastructure ensure a smooth user experience across all devices.

We also led the brand direction, using archival imagery, historical narratives, and video content to bring the legacy of Elkhart Lake’s iconic track to life. By incorporating interactive storytelling elements and a dynamic design system, we created an immersive experience that connects fans with Road America’s heritage while keeping the thrill of racing at the forefront.