When TV network Versus obtained the license to air IndyCar, the
focus became two-fold on how to integrate it into their programming slate
that included sports like hockey and bull riding and also draw in fans
through the high-octane drama the sport provides.
This also involved building a brand narrative around the
inherent tension in every sport on their network, infused with the grit and energy
they had come to be known for but had not officially embraced.
![](https://freight.cargo.site/t/original/i/dcedd0febdc5f60d2cccff18398dbfcbaafa4a0afd54f4bc172645babeac14b5/Versus_01_o.png)
![](https://freight.cargo.site/t/original/i/904fc34b7c5b4240005befa95f3b8bcd8829db3b7298529cd4c3bcfdcca33c36/Versus_04_o.png)
![](https://freight.cargo.site/t/original/i/64bcb190b16dcbde9e15a1d87f4d2afcd608df26d4c5be5f7ac99a6f33a3d349/Versus_05_o.png)
![](https://freight.cargo.site/t/original/i/318bb1fa6b61f5a0e51a6c70aaec60eb31fdb76ac8113e2bb79c246f43521442/Versus_03_o.png)
![](https://freight.cargo.site/t/original/i/8f24a335bf6e459182631dc9cc2d943137188db065dfb4ba0facf96763a0f927/Versus_02_o.png)
![](https://freight.cargo.site/t/original/i/891dc34160ef2e974acf4b52310b90fe1e20eb0175d378b563014e83a61299ac/Versus_07_o.png)
![](https://freight.cargo.site/t/original/i/57c833c6d07342ce1b65d6e626815abb202d794267300bb24ec9d25e46bf4e4a/Versus_06_o.png)
![](https://freight.cargo.site/t/original/i/0660fb6c4e19554a1c942391e370874912698dce1d813401e4f6f6c9452daab7/versus_03_o.png)
Produced as designer at Quaker City Mercantile, 2009
Creative direction by Steve Grasse, Ron Pushkar