The challenge

Highlands Motorsports had an outdated, underused digital presence that didn't match its growing fanbase. The team needed a complete refresh: a way to grow its audience, connect with fans, and bring more people out to the track through consistent storytelling and smarter outreach.

What I did

I started by unifying the brand across every platform (visuals, bios, links, and tone) so each touchpoint felt intentional. From there, I built the team's email program from scratch and reworked its social content around trackside storytelling. I also ran geo-targeted Meta ads promoting giveaways in key race markets to turn audience growth into measurable action.