A new chapter in motorsports
To showcase the private racetrack and club segment—where parent-company and storied F1 circuit designer Tilke has designed more than 30 such tracks around the globe—a coffee-table-style book was initially requested. The goal was to create a keepsake for Tilke-designed track owners and become a tool for new builders and investors of new circuits globally.
Background
The Motorsports Club of Clubs (MCC) is a collection of the world’s finest private motorsports circuits created by the world’s leading racetrack designer, German-based Tilke Engineers & Architects. To showcase the private racetrack and club segment—where parent-company and storied F1 circuit designer Tilke has designed more than 30 such tracks around the globe—a coffee-table-style book was initially requested. The goal was to create a keepsake for Tilke-designed track owners and become a tool for new builders and investors of new circuits globally.
Challenge
Our first project was to write, design, and print the first edition of the MCC book in less than 60 days. A remarkable feat with information arriving, literally, from around the world within hours of files being due at the printer. A website request to showcase the content online was also added last minute where we adeptly cut video, condensed copy, designed and developed a complementary look, and incorporated additional track images to deliver a digitally appropriate experience.
With edition one so well received, Tilke returned with more time to create the 2nd edition. While the project started much smaller than the first, ongoing additions of new content and revisions to existing material meant a larger revamp than originally intended, and the page count grew more than 30%. In addition to managing organic project growth, a substantial challenge was making the second edition more dynamic of a read than the first.
Challenge
Our first project was to write, design, and print the first edition of the MCC book in less than 60 days. A remarkable feat with information arriving, literally, from around the world within hours of files being due at the printer. A website request to showcase the content online was also added last minute where we adeptly cut video, condensed copy, designed and developed a complementary look, and incorporated additional track images to deliver a digitally appropriate experience.
With edition one so well received, Tilke returned with more time to create the 2nd edition. While the project started much smaller than the first, ongoing additions of new content and revisions to existing material meant a larger revamp than originally intended, and the page count grew more than 30%. In addition to managing organic project growth, a substantial challenge was making the second edition more dynamic of a read than the first.
Solution
We deployed the same design and project team on the second edition as the first to ensure design consistency and leverage already-established relationships with the circuits as the book’s success was predicated on sourcing the best imagery from each track. Edition one was the design foundation for the second book to which we added 11 new global tracks, significantly revised seven others, and added an entirely new section on MCC member benefits, taking the page count to 128. And we communicated and coordinated with multiple partners and book contributors across a dozen time zones, becoming a new brand bible for the most current track details and assets.
Results
The book was met with applause and accolades when presented to participants who gathered from all 5 continents at Tilke’s annual MCC conference in Atlanta and the following year in Mexico City. The book has also become a critical element in Tilke’s new business pitches to potential new circuit owners as the book is a physical display of how Tilke will deliver a dream.
Core Contributors
