CLIENT
CLIENT
NASCAR Street Race Chicago
NASCAR Street Race Chicago
DURATION
DURATION
January 2025 - July 2025
January 2025 - July 2025
TEAM
TEAM
Fredo Medina-Ortega - Project Manager
Stella Nguyen - Research Lead
Fredo Medina-Ortega - Project Manager
Stella Nguyen - Research Lead
Developed a dynamic, non-traditional fashion experience as an activation for the Chicago Street Race, helping to establish and solidify NASCAR as a part of fashion culture.
Developed a dynamic, non-traditional fashion experience as an activation for the Chicago Street Race, helping to establish and solidify NASCAR as a part of fashion culture.
Developed a dynamic, non-traditional fashion experience as an activation for the Chicago Street Race, helping to establish and solidify NASCAR as a part of fashion culture.
CONTEXT
CONTEXT
CONTEXT
NASCAR Chicago Street Race is a two-day racing event where the streets of downtown become a race track.
NASCAR Chicago Street Race is a two-day racing event where the streets of downtown become a race track.
NASCAR Chicago Street Race is a two-day racing event where the streets of downtown become a race track.
NASCAR is a well-known brand with a strong legacy, primarily appealing to an older audience. The Street Race aims to attract a younger, more diverse demographic while enhancing its connection with Columbia College Chicago and other organizations in the city. I was selected for a class that worked in collaboration with brands to create research-based solutions for various challenges.
NASCAR is a well-known brand with a strong legacy, primarily appealing to an older audience. The Street Race aims to attract a younger, more diverse demographic while enhancing its connection with Columbia College Chicago and other organizations in the city. I was selected for a class that worked in collaboration with brands to create research-based solutions for various challenges.
NASCAR is a well-known brand with a strong legacy, primarily appealing to an older audience. The Street Race aims to attract a younger, more diverse demographic while enhancing its connection with Columbia College Chicago and other organizations in the city. I was selected for a class that worked in collaboration with brands to create research-based solutions for various challenges.
CHALLENGE
CHALLENGE
CHALLENGE
The challenge was creating a comprehensive plan to position NASCAR as a culturally relevant lifestyle brand that resonates with Gen-Z, while still honoring its rich heritage.
Agency consists of multidisciplinary student teams comprising talent from fields such as design, marketing, communications, film, and technology that work directly with clients to provide creative solutions.
Agency consists of multidisciplinary student teams comprising talent from fields such as design, marketing, communications, film, and technology that work directly with clients to provide creative solutions.
We conducted interviews and provided insights and strategies, including utilizing fashion as a connector, incorporating digital storytelling, and experiential design to create a gateway for NASCAR’s unengaged audience without alienating legacy fans.
We conducted interviews and provided insights and strategies, including utilizing fashion as a connector, incorporating digital storytelling, and experiential design to create a gateway for NASCAR’s unengaged audience without alienating legacy fans.
We conducted interviews and provided insights and strategies, including utilizing fashion as a connector, incorporating digital storytelling, and experiential design to create a gateway for NASCAR’s unengaged audience without alienating legacy fans.
PROPOSAL
PROPOSAL
PROPOSAL
We proposed a dynamic, non-traditional fashion experience as an activation for the Chicago Street Race to help reframe NASCAR as a part of fashion culture.
We proposed a dynamic, non-traditional fashion experience as an activation for the Chicago Street Race to help reframe NASCAR as a part of fashion culture.
We proposed a dynamic, non-traditional fashion experience as an activation for the Chicago Street Race to help reframe NASCAR as a part of fashion culture.
The activation highlights capsule collections crafted by seniors, juniors, and designers at Columbia College Chicago. This merged fresh innovative designs with the spirit of NASCAR. Alongside the pop-up fashion show, we proposed a window display at 618 S Michigan Ave, which is on the first turn of the race track and is the home to the School of Fashion. After meeting with the president of the NASCAR Chicago Street Race, we got approval to bring our proposal to life at the street race in July of 2025.
The activation highlights capsule collections crafted by seniors, juniors, and designers at Columbia College Chicago. This merged fresh innovative designs with the spirit of NASCAR. Alongside the pop-up fashion show, we proposed a window display at 618 S Michigan Ave, which is on the first turn of the race track and is the home to the School of Fashion. After meeting with the president of the NASCAR Chicago Street Race, we got approval to bring our proposal to life at the street race in July of 2025.
The activation highlights capsule collections crafted by seniors, juniors, and designers at Columbia College Chicago. This merged fresh innovative designs with the spirit of NASCAR. Alongside the pop-up fashion show, we proposed a window display at 618 S Michigan Ave, which is on the first turn of the race track and is the home to the School of Fashion. After meeting with the president of the NASCAR Chicago Street Race, we got approval to bring our proposal to life at the street race in July of 2025.
SOLUTION
SOLUTION
SOLUTION
Our team was small, allowing us to get experience in research, design, and event management. As the design lead, I created the call to actions to find designers and volunteers, coordinated with Columbia College Chicago’s Communication director, designed printed and digital promotional material, and designed graphics for the window display.
Our team was small, allowing us to get experience in research, design, and event management. As the design lead, I created the call to actions to find designers and volunteers, coordinated with Columbia College Chicago’s Communication director, designed printed and digital promotional material, and designed graphics for the window display.
Our team was small, allowing us to get experience in research, design, and event management. As the design lead, I created the call to actions to find designers and volunteers, coordinated with Columbia College Chicago’s Communication director, designed printed and digital promotional material, and designed graphics for the window display.
We coordinated with photography students to capture the looks and the experience.
Within two months, our team organized a fashion competition open to students and recent alumni, inviting them to repurpose donated NASCAR materials into runway-ready designs. Cash prizes for the top three winners ranged from $1,500 to $500. We created a window display featuring items sourced from the Columbia College Chicago Archives and NASCAR, showcasing looks that captured the energy of racing. This display included posters and videos to promote the fashion show. Our team collaborated with Fox 10 and WGN-TV to cover the event and highlight the designers.
We coordinated with photography students to capture the looks and the experience.
Within two months, our team organized a fashion competition open to students and recent alumni, inviting them to repurpose donated NASCAR materials into runway-ready designs. Cash prizes for the top three winners ranged from $1,500 to $500. We created a window display featuring items sourced from the Columbia College Chicago Archives and NASCAR, showcasing looks that captured the energy of racing. This display included posters and videos to promote the fashion show. Our team collaborated with Fox 10 and WGN-TV to cover the event and highlight the designers.
We coordinated with photography students to capture the looks and the experience.
Within two months, our team organized a fashion competition open to students and recent alumni, inviting them to repurpose donated NASCAR materials into runway-ready designs. Cash prizes for the top three winners ranged from $1,500 to $500. We created a window display featuring items sourced from the Columbia College Chicago Archives and NASCAR, showcasing looks that captured the energy of racing. This display included posters and videos to promote the fashion show. Our team collaborated with Fox 10 and WGN-TV to cover the event and highlight the designers.
EDUCATION & EXPERIENCE
Columbia College Chicago
May 2025
Graphic Design BFA
Agency Columbia
Feb 2025 - Aug 2025
Graphic Design Intern
NASCAR Street Race Chicago
May 2025 – July 2025
Event Management Intern
TECHNICAL SKILLLS
Figma
Framer
Photoshop
Illustrator
InDesign
Affinity
After Effects
Knowledge in
HTML & CSS
EDUCATION & EXPERIENCE
Columbia College Chicago
May 2025
Graphic Design BFA
Agency Columbia
Feb 2025 - Aug 2025
Graphic Design Intern
NASCAR Street Race Chicago
May 2025 – July 2025
Event Management Intern
TECHNICAL SKILLLS
Figma
Framer
Photoshop
Illustrator
InDesign
Affinity
After Effects
Knowledge in
HTML & CSS