A Case for Success

Mickel Motorsport is a championship winning racing team based in the UK. They needed a web presence to promote a successful brand and provide sponsorship coverage to its clients, customers and fans.

Mickel Motorsport approached InvertedX in 2009 to develop a highly bespoke software package ranging from web development with e-commerce functionality to desktop applications such as a e-mail campaign manager.

Director John Mickel alone has won championships in every race category that he has entered, a formidable achievement.

Logo Design & Branding

InvertedX took Mickel Motorsport’s concept of a championship winning team and turned it into a unique brand opportunity. The logo, a simple slanted font design shadowed by three streaking orange lines was the basis for the brand.
Three logos were produced, the primary on a black background with white glyphs, a secondary inverse on white and an optional shimmering effect logo for use with chrome vinyl .

Web Design & Development

With the website scoped out in a few evenings, Mickel Motorsport realised the potential for where they could take it and how it could be utilised as a platform for further promotional activities.

Bespoke development included integrating the InvertedX publishing platform for news and media coverage, a custom media gallery with Facebook style tagging, a live event system which could be updated from the racing event and more recently an online ordering system for Mickel Motorsports business services.

The application layer was built on asp.net 3.5 using a SQL 2008 backend connected via a LINQ database library. The InvertedX Publishing Platform api was implemented using the IQL (Integrated Query Layer) and allowed external publishing systems to connect such as Facebook and Twtitter.

Video Production & Visual FX

InvertedX also produced Mickel Motorsports 2010 and 2011 corporate presentation video, allowing the business to be promoted with a visual punch in the mix. Special effects were driven by Adobe After Effects and particular attention was payed to the message that was eventually delivered.

Print Design

InvertedX produced all of Mickel Motorsports graphical entities. This ranged from marketing brochures and promotional flyers to promotional products like mugs and hats as well as clothing design such as t-shirts.

The End Result

Mickel Motorsport continues to evolve and shape its future, InvertedX – as the official technical solutions provider – continues to provide extended development and resources to Mickel Motorsport.