Smoke Pit: Official Fan Club of Tony Stewart

Tony is a professional. He just happens to be a professional who’s not afraid to tell you exactly what he thinks. That’s why fans love him. So when we were asked to create and an identity for his new fan club, we knew it had to shoot straight--just like Tony.

We started by creating a name--Smoke Pit (you see, in NASCAR circles they call Tony “Smoke”). Then we crafted a logo, a collateral system, print ads, posters and more--each oozing with the kind of tough-guy swagger that makes Tony one of a kind.