Hyundai
Driving Experience
Nordschleife, Germany
Assen, Netherlands
2023
2024
Hyundai Driving Experience (HDX) is a global, performance-focused program hosted across Europe’s most iconic racing circuits - Nürburgring Nordschleife GP Track, Circuit Ricardo Tormo in Valencia, Monza, and Assen. It offers participants an immersive experience that embodies brand’s commitment to speed, precision, and racetrack excellence.
Role
Art Director
Graphic & Motion Designer
Key Deliverables
Key Visual Development
Social Media Content
Digital & Website Design
Photography
Art Direction
(Shooting & Visual System)
Social Media Asset Creation
(Graphic & Motion)
The Challenge
Hyundai aimed to position itself as a performance brand that excites and educates drivers. The Hyundai Driving Experience (HDX) program in Europe was designed to immerse customers, fans, and potential buyers in the precision, power, and technology of Hyundai’s N performance line, building emotional connections through adrenaline-filled driving sessions at world-class tracks.
The Approach
Developed a cohesive visual identity system that unified all event spaces, ensuring a consistent brand presence from the entrance to the pit lanes. Translated Hyundai N’s sporty DNA into car liveries, driver gear, track signage, and wayfinding, creating an integrated on-site journey. Extended the experience digitally through social media content and promotional assets, amplifying reach and reinforcing performance values.
The Results
Delivered fully branded experiences at Nürburgring and TT Circuit Assen, featuring immersive environments, distinctive car liveries, and dynamic on-site graphics. The program attracted motorsport fans and potential customers, generating strong social media engagement and highly positive feedback, strengthening Hyundai N’s positioning as an accessible yet high-performance brand.