Cooper Robbie Racing
Future Speed, Defined
A bold, high-velocity brand identity engineered to propel
a young driver’s racing career—and scale with his ambition.
Cooper Robbie Racing is the personal brand of Cooper Robbie, a rising kart racing talent with the skill, discipline, and drive to advance through the motorsport ranks. With big goals and an already growing presence on the track, Cooper needed an identity that not only reflected his competitive spirit today, but could evolve with him as he climbs into higher categories of racing.
Challenges We Faced
In a sport where visibility matters as much as speed, Cooper Robbie needed more than just a cool logo—he needed a complete racing identity that would turn heads, attract sponsors, and build long-term recognition.
Key challenges included:
• Craft a distinctive brand name and identity that felt authentic for a young driver yet mature enough to grow with him
• Build a visual and verbal system that expressed precision, speed, confidence, and next-gen energy
• Create a flexible brand that works across helmets, race suits, kart liveries, merchandise, social content, and future team partnerships
• Develop an identity powerful enough to help Cooper stand out in a crowded, fast-moving motorsport landscape
Our Solution
We approached Cooper Robbie Racing not just as a driver’s brand,
but as the foundation of a future motorsport legacy.
Building the Identity
We created a distinctive, character-driven identity that sets Cooper Robbie Racing apart by embracing his personality — not leaning into typical racing clichés.
Key Moves:
Brand Strategy: Positioned Cooper Robbie Racing as more than just a driver — it’s a personal, character-led brand that highlights Cooper’s values, humility, ambition, and youthful energy, rather than relying solely on speed metaphors.
Visual Identity: Designed a custom logotype and monogram that defy the expected. Instead of standard racing forms (checkered flags, tire tracks), we leaned into fluid organic shapes and bold typography that feel modern, confident, and uniquely him.
Colour Palette: Chose a palette that deliberately avoids the typical racing red, black, and white. We introduced vibrant, unexpected hues — like teal, burnt orange, and charcoal — to help Cooper stand out on and off the track, making his livery and gear instantly recognizable and memorable.
Character Expression: Developed graphic motifs that reflect Cooper’s personality — a subtle mascot-style emblem, abstract shapes inspired by motion but not literal speed lines, and expressive visual textures that tell a story of youth, resilience, and forward-thinking ambition.
Verbal Identity: Crafted a tone of voice that’s warm, genuine, and aspirational. Instead of overused racing jargon, the copy celebrates growth, mindset, and character — phrases that feel human, personal, and true to who Cooper is (e.g., “Driven by heart,” “More than a lap,” “Fuelled by purpose”).
Applications: Applied this identity across all touchpoints — racing helmet, kart livery, race suit, teamwear, merchandise, and digital content — so that every piece feels like it’s part of Cooper’s personal brand universe, not just a racing outfit.
Digital Presence: Designed a flexible digital system (web, social, video) that amplifies Cooper’s personality: bold portraits, character-led storytelling, and dynamic layouts that emphasize his journey, not just his speed.
The Outcome
Cooper Robbie Racing now has a distinctive, personality-led brand identity that breaks away from traditional motorsport aesthetics. By rejecting the usual racing tropes and embracing a fresh, unexpected colour palette, Cooper’s presence on the track is instantly recognisable — not because he fits in, but because he stands apart.
Every element of the brand—from his livery and helmet to his digital presentation—now reflects who Cooper is as a person: grounded, ambitious, expressive, and uniquely himself. The identity doesn’t shout with clichés; it connects through character. It gives Cooper a visual platform that grows with him, strengthens his visibility with fans and sponsors, and positions him as a modern athlete with a brand as interesting as his story.
Cooper Robbie Racing isn’t just a visual identity—
it’s a bold personal brand built to make its mark in a crowded sport.