DRIVER BRAND DEVELOPMENT
Kelsey Pinkowski
Driver brand development is about turning your personal story—your passion, journey, and motivations—into a compelling narrative that fans and sponsors can rally behind. By capturing genuine moments, showcasing what drives you, and highlighting your future goals, we create an identity that resonates both on and off the track.
Our approach revolves around strategic planning and high-impact media production. We blend social media, engaging visuals, and consistent storytelling to grow your online presence while strengthening sponsor relationships. The result is a well-rounded driver brand that not only stands out in a competitive field but also remains adaptable as your career progresses.
RACE WEEKEND
Media Showcase
Shown here are a few of the videos and photos we were able to create at as a Demonstration of the work and team we have.
Social Media
Brand Analysis + Target
Shown is a mockup and visualization of your Instagram profile, showcasing how we approach building the brand strategically. Our process is rooted in intentionality—curating a posting schedule and content strategy that fosters organic growth and engagement.
By creating storytelling content, creating captivating visuals, engaging with community and maintaining a consistent visual identity, we craft a social media presence that not only tells a story but also strengthens connections with fans, sponsors, and partners.
Content Deep Dive
STUNT MEDIA (Viral)
Stunt media is built on the Red Bull model. We take these cars and you as a driver and we film epic videos and photos in the most unique places in unique environments. These videos do tween 2-6m+ views
RACE DAY MEDIA
Covering the races is a core aspect to building a driver brand and many of the posts shown here reference that.
STORY MEDIA
Capturing stories and showing who you are outside of the helmet is what’s going to really bring everything together in a unique way along with building audience and community.
THE GOAL
Crafting compelling stories, shaping narrative and building community.
Our Approach to building Driver Brands
Building a driver’s brand begins with uncovering your core story. Understanding your “why,” their journey to this point, and what drives their passion is the foundation for creating a compelling and authentic narrative. From this starting point, we develop a brand identity that resonates with fans and sponsors alike, while staying true to who the driver is at their core.The process starts with:
Driver/Racing Story Content: The driver’s story is central to their brand. We highlight their journey, challenges, and achievements, creating a narrative that captivates and inspires. By showcasing the human side of racing, we create a connection that goes beyond the track.
Showing Personality: A driver’s personality is what sets them apart. We focus on showing their unique character, interests, and quirks to make them relatable and memorable. Whether through candid moments, behind-the-scenes content, or direct audience engagement, the goal is to let their true self shine.
Creating Excitement Around Their Story and Future: Building anticipation and energy around the driver’s future is key to sustaining engagement. We craft content that celebrates their achievements while teasing what’s next, ensuring fans and sponsors remain invested in their journey.
By following this approach, we create a brand that not only elevates the driver’s visibility but also fosters a loyal and enthusiastic community that supports them every step of the way.
How we Work
We work as your dedicated media team, providing comprehensive coverage and content creation throughout the racing season and beyond. We deliver 24-hour turnaround times for race coverage while maintaining a steady stream of engaging content between events.
In between races, we focus on building your brand through local track testing sessions, compelling story-driven media, and strategic content repurposing. With our global team support, we work continuously to build and monetize your brand, ensuring maximum value from every piece of content created. This comprehensive approach ensures consistent brand growth and revenue opportunities throughout the year.
The Core Services we provide:
Creative Direction & Strategy:
A team without a clear creative vision and strategy wastes valuable resources. We ensure every aspect of your media has purpose and impact, from crafting social media campaigns that go viral and build audiences to developing tailored YouTube strategies that maximize this unique platform's potential.
Social Media Growth Team:
We transform your social media presence through growth strategies and viral content creation. Our comprehensive approach includes developing viral campaign concepts and executing a dynamic 30-day content calendar designed to maximize audience growth.
Consistent Photo & Video Shoots:
At the heart of our work is delivering a steady flow of high-quality content that tells your story with creativity and consistency. By leveraging the content buckets we develop, we focus on capturing innovative and engaging visuals designed to go viral, expand your audience, and amplify your brand’s exposure.
Dedicated Video Editing Team:
A dedicated editing team is our secret weapon for creating consistent, world-class content. Not only do we refine every piece of content to perfection, but we also work to maximize the value of existing footage to create additional storytelling content from previous footage.
Monetization Support:
We work with you to help maximize potential sponsorships and partners along with supporting merchandise creation and additional revenue streams. By integrating what we do into a brand presentation, the potential to secure higher contract value is increased.
Other Resources Available:
In addition to our core services, we can integrate additional creative and marketing solutions as needed:
Website Content & Development – Building out your website to be a media kit and a central profile for your brand
Graphic Design – Our design team can support on Branding, digital assets, sales decks, and social media graphics.
Car Decals vs Social Collaboration
ANALYSIS
Car Decals have minimal
value due to lack of visibility
Stickers/decals offer minimal visibility for the brand. They’re difficult to quantify in terms of impact and fail to provide meaningful data points, making it hard to showcase real value to sponsors or partners.
Social Collaboration brings
Tangible Value
Social collaborations go beyond surface-level exposure by driving real traffic to a brand’s page. They deliver tangible value through measurable metrics like engagement, reach, and conversions, offering brands a marketing tool that amplifies visibility and directly connects with customers.
ANALYSIS
Building Brand to Leverage Sponsor and YouTube Revenue
With the support of a dedicated media team, you gain the ability to present yourself to companies in impactful ways. High-quality media enhances your brand, attracts sponsors, and opens doors to partnerships that fuel your growth and success. By strategically leveraging media, you can secure funding that sustains both your media efforts and your racing season, creating a cycle of continuous engagement and investment.
While we do not directly secure sponsors for you, we provide guidance, support, and facilitate meetings with potential prospects to help you succeed in these relationships. High-quality media positions you as a premium partner, showcasing sponsor logos or creating collaborative content that opens new revenue streams and offsets racing expenses. This dual-purpose strategy strengthens your brand and offers a financial foundation to support your racing endeavors.
| Package | Included | Price |
|---|---|---|
| Package #1 |
Tagged in 2–3 social reels 1 collaborative reel |
$60k |
| Package #2 |
Dedicated, co-branded social reels Main sponsor placement |
$120k |
| Package #3 |
Title sponsor with inclusion in all media Long-form YouTube sponsorship 3–5 collaborative reels |
$250k |
Example Sponsorship Packages
Driver YouTube Showcase: Charles Leclerc
Case Studies
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Daniel Ricciardo
Daniel Ricciardo, a highly skilled and charismatic Formula 1 driver, competed for McLaren and previously for Red Bull Racing. While his talent on the track was evident, his move back to Red Bull Visa was partly seen as a strategic marketing decision due to his immense popularity.
Unique Aspects: Known for his infectious personality and approachable demeanor, Ricciardo became a fan favorite and an invaluable marketing asset. His ability to connect with fans and sponsors alike generated significant revenue and elevated McLaren's brand visibility.
Post Racing Reputation: Since stepping away from full-time racing, Ricciardo has capitalized on his well-established global brand. He has ventured into diverse industries, leveraging his fame and reputation to explore unique opportunities beyond motorsports.
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Lindsay Brewer
Lindsay Brewer is a well-known personality whose influence outpaces her racing skills. While her racing performance have not been impressive, she has successfully built a brand that generates over seven figures annually. This achievement demonstrates her ability to create substantial opportunities through strategic personal branding.
Unique Aspects: A key part of Lindsay's social media presence is undoubtedly from by her appearance, but her success goes far deeper than that. Many attractive individuals do not command her level of audience engagement. Lindsay has skillfully leveraged media platforms, using them to her advantage to build a strong and enduring personal brand that sets her apart.
Structure creates Freedom
A lack of structure leads to confusion and inefficiency, while too much structure can stifle creativity. In this section, we’ll explore the tools and methods we use to strike the perfect balance—creating a framework that fosters both scalability and quality. Our approach ensures clarity, direction, and the flexibility needed for your team to thrive.
Technology We Use
The Power of Shotlist
Shotlist is a powerful platform that centralizes all aspects of a creative shoot, making collaboration seamless for everyone involved. From planning to execution, this tool ensures that every detail is organized and accessible, empowering the team to work efficiently and deliver exceptional results.
A Tool to Maximize The Content Created
Shotlist ensures the creative team has all the info they need onsite in an easy to access platform. The Shotlist App enables the team to operate at maximum efficiency, capturing more high-quality content than ever before. This level of organization transforms on-site efforts into a seamless and highly productive process.
Content Buckets and Visual Inspiration
Content buckets are the foundation of a cohesive and engaging brand strategy, ensuring that all media aligns with the driver’s racing identity and objectives. By defining clear content categories, we create a structured yet flexible approach to storytelling—balancing high-impact race visuals, brand-building narratives, and viral engagement opportunities.
What is a Content Bucket?
Content buckets are a strategic way to organize and categorize content into specific themes or areas of focus. This approach allows us to plan and stack content, allowing for a consistent posting schedule and helping avoid last-minute scrambling to post.
Additionally, content buckets provide insight into content gaps—if a bucket is overflowing or empty, we can adjust the shooting plan accordingly.
EXAMPLE
10x Reels, 25x Photos, 3x Graphics
30-Day Social Calendar
We create a comprehensive 30-day social calendar to establish a consistent baseline for your media. This process allows us to align on vision, refine brand voice, and streamline approval loops. By leveraging advanced tools, we can preview the social feed, plan hashtags, and set up presets to ensure your posts are polished and impactful.
A well-structured content calendar eliminates the stress of last-minute posting and ensures all social media efforts stay organized. It provides a solid foundation, allowing us to focus on creativity and bigger-picture ideas instead of scrambling to fill gaps. With everything planned in advance, we can execute more effectively and explore innovative strategies.
Content Calendar = No Scrambling
How We Grow Brands
Phases of Brand Growth
Brands evolve in stages, with each milestone preparing for the next set of opportunities and challenges. This three-phase approach ensures a brand steadily grows from a stable foundation into a dynamic, fully scaled brand that resonates with the world.
Phase 1 - Brand Foundation / Stability (Months 0-3)
The goal of this phase is to create brand consistency, stability, and strength. The primary objective is to establish a foundational level for the brand that allows us to build exciting campaigns and future projects.
Focus: BAU (Business-As-Usual) Content, Foundational Brand Consistency
Timeline: First 3 Months
Phase 2 - Intentional Growth (Months 3-9)
Once the brand is at a strong foundational level, we begin building the teams, increasing campaigns and starting to find our rhythm. Here we will create different project, work to build audience and work toward the ideal brand.
Focus: Quarterly Campaigns, Audience Expansion
Timeline: Month 3-9+
Phase 3 - Full Scale Marketing (Month 12+)
We have the team, resources and structure to create the full scale marketing team and brand! This includes dedicated channel focus, (YouTube etc), major campaigns and international projects.
FOCUS: Monthly Campaigns
Timeline: Post 12-18mo
Campaign Details
As shown in the previous section of brand growth, this page dives into some potential campaigns that will bring viral opportunities and growth!
Team Composition
Focusing on creating content at the home track, our core team allows for consistent storytelling and the development of longer-form narratives. Having access to our own track is a huge win as we can dedicate time to testing new ideas and creative concepts.
Core Media Team
This race media team is designed for high-pressure, time-sensitive race coverage. With precision and efficiency, they capture key moments during the race, ensuring no detail is missed.
Race Specific Team (US + Japan):
Next Steps
1. Align on Package Selection – Choose the creative package that best fits current priorities.
2. Begin with 3-month engagement - Starting with 3 months allows for us to really get a good feel of everything before committing long term.
3. Kickoff & Implementation – Begin content creation, leveraging a structured timeline for execution.
4. Review & Adjust – After the first 90 days, we’ll assess performance and optimize strategy for long-term success.
Partnership / Engagement
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#1. Core Media / Brand Building
Our objective is to strengthen your brand by partnering with you to grow both audience and impact through a powerful blend of creative teams and high-quality media. By aligning strategy with compelling storytelling, we help you stand out, resonate with your audience, and achieve lasting visibility.
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#2. Referral / Media Credit
We offer a Media Credit/Referral Program that provides additional marketing budget or discounts on current services from referrals given. This allows for mutual long term parternship and creates unique opportunities to grow and reduce cost
Thank you!
Thank you for taking the time to review this presentation. I hope it provides clarity on our approach, the services we offer, and how we can work together. Beyond excited about the opportunity to bring this vision to life and look forward to exploring the possibilities with you.