Full visual identity built from zero for a French virtual racing platform — logo, 3D mascot, 30+ AI-generated illustrations, social media content, and live event print production.
OuiRace is a virtual racing platform where runners compete from anywhere using GPS and live fairness mechanics. When I joined, the product existed only as an idea. I designed the complete brand identity from a blank page and extended it through mobile app UI, a public website, and physical event materials.
The brand needed to feel fast and slightly futuristic without alienating casual runners in the 16–26 age group who had never used a racing app. Every format tested the visual system differently: from an app icon at 32px to a 2-meter tall event banner.
The logo went through 14 major iterations. The final mark combines the letters O and R, the OuiRace initials, in a custom form set in Comforta, chosen for its rounded geometry and approachable energy. The palette anchors on dark purple with a pink and light purple range, plus yellow as a highlight accent.
V4
V6
V9
V14
The brand style guide covers every design decision behind the system: why dark purple was chosen as the anchor (premium feel without cold tech aesthetics), why Comforta works for the wordmark (approachable roundness for a young audience), and how the icon grid was defined to stay consistent across app states.
Dark purple #75E3F4 anchors the palette — premium without feeling cold. Light pink and purple range soften the UI. Yellow #FFD600 is the highlight that makes race moments pop for young users.
Poppins as primary — geometric, friendly, readable at small sizes in the app. Open Sans as secondary for body text. Both carry the rounded, approachable energy fitting the 16–26 audience.
Pixar-style 3D render, matte palette, white background. This style reads friendly and aspirational — not corporate. Every illustration follows the same prompt structure to stay visually consistent.
All 30+ in-app illustrations were generated with Leonardo AI and Midjourney, then refined in Photoshop. The prompt structure stayed consistent: Pixar-style 3D, brand palette, white background. After generation, each image went through artifact removal, color alignment, and refinement in Photoshop.
Race Success
Race Failed
The mascot is a cheetah, built in Blender, rigged for full-body poses, and rendered in Cycles. The character covers the emotional range of running: podium celebration, a hard training interval, exhausted but satisfied post-race. Each pose was modeled from scratch.
Character rigged in Blender — 5 animated poses
Running
Goal Achieved
Post-Race
Podium
Purple — Default
Yellow — Event
Blue — Partner
Social content ran parallel to the product build. Each post was designed in Figma using the brand typography and palette, with the mascot appearing in matching emotional states. Covers pre-launch awareness, beta recruitment, and community building.
Post 1
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Post 3
Post 4
Post 5
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Post 9
Post 10OuiRace ran physical presence at running events in France. All print materials were produced in Illustrator adapted for CMYK print: pull-up banners, feather flags, tablecloths, backpack flags, event flyers, and finisher medals in standard, Halloween, and Christmas editions.
Standard
Halloween
Christmas
Launched in beta with Memo Run and an Alzheimer's organization partnership. The brand system held across every touchpoint: 32px app icon, 2-meter event banner, and everything between, without format-specific adjustments.
