When NASCAR commissioned Joshua Vides's studio for their official Latino Heritage Month program, the brief went well beyond a licensed apparel drop. I led graphic design direction across a three-piece collectible drop a race tee, a custom trucker hat with collectible pin set, and a limited edition skateboard deck while the studio simultaneously designed a fully wrapped NASCAR race car that ran on the track at the event itself.

The creative challenge was building a visual universe that felt genuinely authentic to both NASCAR culture and Latin heritage without defaulting to either cliché. The illustration system drew from Joshua's signature 2D aesthetic while incorporating bold hand-drawn typography, halftone car illustrations, and neon colorways that spoke to vintage 80s speedway graphics and Latin visual traditions simultaneously. Every piece had to work as a standalone collectible and as part of a cohesive drop identity.

The collection was sold exclusively trackside at the event giving it the kind of limited, place-specific scarcity that turns merchandise into memorabilia. The wrapped race car running on track gave the campaign a visibility footprint well beyond the apparel itself. The collaboration was an official NASCAR licensed program under their diversity initiative, covered by Hypebeast and amplified through NASCAR's official socials.