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 track at the event.

The creative challenge was building a visual universe 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 referenced vintage '80s speedway graphics and Latin visual traditions simultaneously.

The collection sold exclusively trackside the kind of place specific scarcity that turns merchandise into memorabilia. The wrapped race car gave the campaign a visibility footprint well beyond the apparel itself. An official NASCAR licensed program under their diversity initiative, covered by Hypebeast and amplified through NASCAR's official channels.