Case Study · Porsche
Porsche — Creative Direction & Visual Design (end-to-end)
When motorsport performance meets Esports competition.
Context
The Porsche Esports Carrera Cup Italy was developed as a parallel championship to the Porsche Carrera Cup Italia, bringing competitive sim racing into an official motorsport ecosystem.
The initiative represented one of the first esports championships launched directly by an automotive manufacturer, later inspiring similar Porsche esports series across other countries.
The competition involved official teams connected to Porsche dealerships, reinforcing the link between digital racing and real-world motorsport.
Our Role
We led the project from a creative and visual standpoint, overseeing the entire ecosystem across digital, broadcast and physical touchpoints.
Our responsibilities included:
The system was designed to operate consistently across esports competition, live broadcasts and real-world activations.
- Visual identity and competition branding
- Broadcast graphics for live racing
- Social and communication assets
- Website design and digital presence
- Motion systems for live content
- Physical event visuals and print materials
Visual System
The visual identity was built to reflect Porsche’s performance-driven heritage while remaining clear, technical and readable under competitive conditions.
The system needed to:
- Support live racing broadcasts
- Scale across seasons and formats
- Remain coherent between digital and physical environments
Broadcast & Live Competition
The championship was broadcast live, including television coverage on Sky, with official motorsport commentators.
Broadcast graphics were designed to integrate seamlessly with professional racing coverage, ensuring clarity, hierarchy and reliability during live competition.
Digital, Events & Motorsport Integration
Beyond esports, the competition maintained a direct connection to real motorsport.
The winning drivers were rewarded with real-world racing opportunities, including participation in official racing activities or dedicated Porsche GT driving experiences.
This integration reinforced the credibility of the championship and its role as a bridge between esports and professional motorsport.
Impact
Running continuously since 2017, the Porsche Esports Carrera Cup Italy has evolved into a long-standing competitive format, demonstrating the sustainability of a manufacturer-led esports championship.
The project helped define a model later adopted across multiple countries, positioning esports as a legitimate extension of professional motorsport.
Closing
Designing the Porsche Esports Carrera Cup Italy required balancing institutional credibility, competitive clarity and long-term scalability, delivering a system capable of evolving year after year.
Project FAQ
- What was the challenge of this project?
- Creating a manufacturer-led esports championship required designing a visual system that bridges digital competition and professional motorsport, operating at broadcast quality while maintaining institutional credibility and supporting long-term sustainability.
- What was Neverblank's role?
- We provided creative direction and visual design end-to-end for the championship, developing identity, broadcast graphics, digital assets, website design, and motion graphics. The work has been refined continuously across multiple seasons since 2017.
- Why is this project relevant for similar brands?
- This case demonstrates how to create sustainable, manufacturer-led esports championships that bridge digital and professional motorsport. The methodology applies to any automotive brand, motorsport organization, or premium manufacturer seeking to establish esports as a credible extension of professional competition.