The Real Race — Lamborghini Esports
Lamborghini brings competitive racing into Esports.
We acted as Creative Lead & Visual Designers, designing and managing the entire visual ecosystem for The Real Race, a global Lamborghini esports championship across simulator and mobile platforms.
From broadcast to social, from digital communication to website, the project required a scalable system capable of operating worldwide across multiple regions.
Context
The Real Race is a global esports championship developed by Lamborghini, structured across multiple geographical areas including EU, NALA and APAC, with additional wildcard activations.
The project required a visual system able to operate seamlessly across digital competition and physical events, adapting to different platforms, locations and competitive stages.
Our Role
We led the project end-to-end, overseeing the entire visual and communication ecosystem:
- Visual identity
- Broadcast graphics & overlays
- Social and campaign communication
- Digital assets and website design
- Competition-related visual systems
- Physical event visuals and print production
We handled creative direction, system design and execution, coordinating all visual outputs across digital and physical touchpoints.
Visual System
Translating performance into esports
The core challenge was translating Lamborghini's performance-driven brand into a clear, competitive and globally scalable esports language.
The system was designed to:
- Remain consistent across regions
- Adapt to multiple platforms and formats
- Support both live competition and ongoing communication
Broadcast & Competition
Live transmission systems
Broadcast graphics and overlays were developed to support:
- Multi-stage competitions
- Regional qualifiers
- Global finals
Clarity, hierarchy and speed of reading were essential under live conditions.
Digital & Communication
Multi-platform presence
Social content, campaign assets and website design ensured:
- Recognizability across all touchpoints
- Continuity between competition phases
- Alignment with Lamborghini's brand standards
A cohesive communication strategy across digital platforms and regions.
Impact
The championship combined digital competition with physical activations, including wildcard events hosted inside Lamborghini locations worldwide, and was renewed for two consecutive seasons.
The live final took place inside a dedicated esports arena set within a real motorsport venue, extending the visual system beyond screens into on-site environments and printed materials.
This hybrid setup required consistency and control across broadcast, digital communication, live events and physical production.
Closing
Designing The Real Race meant balancing Lamborghini's strong brand identity with the operational demands of a global esports competition, delivering a system built for scale, clarity and performance.
Project Facts
Project FAQ
What was the challenge of this project?
Managing a global esports championship with multiple regional operations (EU, NALA, APAC) and wildcard activations, requiring visual consistency across digital competition, broadcast, physical events, and Lamborghini locations worldwide.
What was Neverblank's role?
We led creative direction and visual design end-to-end for The Real Race, designing and managing the complete visual ecosystem from broadcast graphics and digital communication to social assets and event materials across two consecutive seasons.
Why is this project relevant for similar brands?
This case demonstrates how to build cohesive visual systems for manufacturer-led esports championships that balance brand strength with operational flexibility. The approach applies to automotive, tech, and lifestyle brands entering competitive gaming or digital entertainment.
Interested in a similar visual system or creative direction?
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