Jamie Green Racing


Following on from a highly successful career as a racing driver, Jamie Green decided to set-up a new business to pass on his skills to the next generation. JGR is taking a new approach to driver coaching by establishing a Driver Development offer for young drivers (which is also includes running a karting team); and a Driver Management offer for adults who want guidance and planning for their careers in racing.



Jamie approached Luna as he wanted expert help to create a new brand for the JGR business. He recognised that he needed guidance on how to go about the process and to ensure that the brand was dynamic, contemporary and a good fit with the motorsports market. Not just to look the same as others, but to have a highly distinctive positioning that sets him apart. The brief covered the brand strategy, identity design and branded website to allow him to launch JGR into the market.

What did we do?

We followed our established process, taking time at the outset to gain a good understanding of the business goals, marketplace situation and competitor branding. The brand thinking and strategy came from this Discovery phase and led onto the creative phase that uses a racetrack design within the logo and a finishing line in the high visibility green shade that has been a key part of Jamie's helmet design throughout his career. The branding deliberately employs a development approach rather than restarting with an unconnected brand design.

Then the branding was applied to a series of branded asserts, including a contemporary website design + build, racewear clothing and business cards.


Strategy + directiion

Brand creation

Race clothing design

Branded website

Deliverables achieved

This brand creation project for JGR was launched at the beginning of 2022. Time will show how big an impact it has. What it will do is give Jamie a solid brand foundation for the new phase of his career in motorsports.

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