Branding | Nomenclature | Web Design | Video | Social Media

About Racecraft:

Started by two brothers, Racecraft Systems is a technology services company that designs and develops IoT systems for “Anything That Moves”. Their solutions capture real time data in the harshest environments and provide performance and tracking information for a variety of racing, logistics, and security applications.

What We Did:

  • Developed a brand identity and strategy for an IoT startup
  • Defined the company’s mission and goals
  • Established a company voice and created messaging to support it
  • Developed a complete marketing strategy to launch sales activities nationwide

How We Did It:

  • Designed a logo that matched the company’s racing theme and motion-based solutions
  • Built a website from scratch, with a final design that matched the company’s intensity and forward-movement
  • Produced an action-packed promo video featuring interviews with the Racecraft CEO and an original music score to support the video
  • Launched Racecraft’s first social media campaign and business development thrust that awarded them their first paid engagements

The Challenge:

Brothers Frederick and Jack Gabelmann came to us with an idea. They wanted to launch an Internet of Things (IoT) engineering services startup that would provide custom solutions for companies seeking data collection from moving objects in harsh, demanding environments – think racecars, cargo planes, logistics trucks, military vehicles, etc. They had the brains and the solutions, but they needed help defining their brand and getting it out there.

The Solution:

We started with a discovery to help Racecraft establish their unique differentiator. During this process, we did a competitive benchmark and realized they were bringing something unique to the market. The majority of their competitors focused on selling products, whereas Racecraft Systems offered custom solutions.

By highlighting Racecraft’s unique intangible service, we developed a logo and messaging that would resonate with a variety of industries – not just race fans. As stipulated by Frederick, the only requirement for the logo was, “it’s gotta look like it could be slapped onto a race car and belong.” After a couple of design iterations, the final Racecraft logo features strong, forward-leaning, lettering encircled by a bold, red, curve like a race track. The logo is a blend of action, intensity and power.

Instead of creating a copy-heavy website, we decided to tell the Racecraft story with a promotional video. We filmed at the Circuit of the Americas racetrack in Austin, TX, interviewed the CEO, produced a custom soundtrack, and included shots of their solutions in action, which added up to a compelling visual for site visitors.



With a brand and website established, we next sought to raise awareness of the Racecraft brand in advance of on-the-ground business development activities at the World Racing League Hawk Grand Prix in Atlanta. To support this effort, we established a company Facebook page and launched a campaign to target audiences with certain income and industry demographics in the Georgia area. Our efforts drove traffic to the Racecraft website and led to the company’s first paid engagements for IoT research and development.



Quote from Client:

“I have worked with Coy on a number of projects over the past 3 years and when I decided to start my next venture, Racecraft Systems, Coy was the first person to call. Divining Point assisted us from the early concept phase all the way to launch. They were with us through the branding, messaging, web design, and filming, and they’re still assisting us with our business development strategy.”

– Fredrick Gabelmann, Jr., CEO