Mato Homola, my brother, after winning his first race in FIA WTCR
The race team
Homola Motorsport is a family operated race team that goes beyond the geographical borders of Slovakia. The team fought for championship titles across Europe and recently it's race driver Mato Homola races around the World in FIA WTCR. The team was established in 1992 and it earned a number of championship titles in Hill Climbing, Rally and Circuit Racing. Since 2016, Homola Motorsport has been operating in the background to support Mato Homola in FIA WTCR.
Watch FIA WTCR video to understand the scale we operate on.
To see the media reach the championship has, read the following report of the FIA WTCR Race of Slovakia below.
VIEW A REPORT
As a kid, I spent a number of years proudly watching my dad winning races. Racing was my life and being present at the race events just made my world complete. It became my hobby and an inseparable part of my life. I tried to understand the best strategy, setup, rules and the inner workings of a race car.
Me and my brother in front of our father's race car in 1999
Here is a little backstory: After my dad lost a major sponsor in 2007, we ran into the trouble of having a reduced budget and no media coverage at all. We as a family put our heads together and I volunteered to create an in-house website for our press articles, photos and videos. Understanding the need but having no idea how to create one I still insisted on trying.
It turned out to be a great move. I not only figured out how to build websites, but it kicked off a series of important events. Our team became the pioneer team and leader in Social media in Slovak Racing. We were among the first ones that started a Facebook page, an Instagram account, live videos and behind the scenes YouTube series. The result: a 90k+ fanbase.
Fan base of Mato Homola at FIA WTCR Race of Slovakia
Throughout my 10-year involvement, my role touched everything from web design, photography, video editing, communication with media and sponsors, press article newsletters, social media, creating sponsor material and planning promo events. There has been a lot of work done.
Everything that I have done for Homola Motorsport / Mato Homola was created in my spare time for FREE. I did it for the passion towards motorsport and to help my family becoming successful.
Read below about the most significant rebrand project that I worked on and additionally about other smaller projects that I created.
As the race team, we believe that branding and a consistent clear message is key to the visibility and awareness. Therefore, in 2016, I made a couple of radical decisions to make our brand even better.
Voice and Tone
Two separate race brands kept creating issues - we merged them into one. Homola Motorsport and Maťo Homola became simply MA70 HOMOLA. Number #70 is Mato's race car number, so we integrated it into to brand and logo.
The Colors and Typography
Red #ff3029 symbolizes the fast and nerve-wracking action that motorsports bring. While black #000 depicts the challenging and dark moments, the white #fff shows that hard work pays off.
These colors in combination with typeface Oswald bring altogether a cohesive racing feeling, that we want our fans to feel.
Voice and Tone
If Mato Homola wants to appeal to his peers, his communication style should be on a very casual and friendly level. His target group are 15 - 30-year-old Slovaks and Czechs, therefore, the voice and tone need to follow that.
We also needed to consider official media, like press articles. Those need to be written professionally so they can be easily consumed and distributed further.
The website was always the centralized pillar of information. Therefore, when a redesign happened, the new website needed to handle over 10 years of content both in Slovak and English. Action photos, videos and press articles had to be included to show the rich history, career progress, determination and an effort it took.
In the redesign, we focused on a clear navigation and a lot of bold header photos. Since most of our fans use social media, we didn't want to discriminate against those who are not, therefore, we included a media stream to keep the website up-to-date with recent news.
With a limited budget, I made a decision to migrate from Joomla to Wordpress and tweak a premium template to get the website out quickly. This turned out to be a good decision and change, as our Media team could publish articles without any extensive help.
To promote our brand and provide merch to our loyal fans we invested in branded t-shirts, hats and other misc stuff. We are planning to open up an e-commerce website for an easier shopping experience. Stay tuned.
Besides the rebrand, there have been countless other projects, marketing materials, newsletters, sponsor pitches and car livery. Below are the more notable ones.
As explained in the introduction, sponsorship and funding are one of the most crucial parts of racing. Therefore, it is necessary to appeal to sponsors and convince them. Throughout the years I have been helping the team with structuring their presentations. Below is an excerpt of one deck which accompanied a sponsorship pitch for 1,000,000 €.
Race Car and Suit Design
I worked with all the stakeholders - race team, race driver, sponsors, freelance designers, and the promoter to make sure all expectations are met. Below is the design I helped with in 2017 for the TCR International Series.
Throughout the years, I worked on several autograph postcards, posters and fan material. The most notable are the last 2 photos in the image below. There was the home race for Mato Homola - FIA WTCR Race of Slovakia. Therefore, I helped out to put together 7.000 posters, which were visible to 32k visitors and 6,763,400 TV audience. We did that to excite the fans, bring more awareness and have a gift to remember from the race.
My 2 cents
Today, as the lead of Design and Digital Media, I’m proud to say that I helped to build up a 90k fan base on social media, I successfully rebranded the whole race team and worked on a number of designs over the years the last 10 years. All of that undoubtedly helped my brother, Mato Homola, to race in the pinnacle of touring car racing world championship - FIA WTCR. This is something our family neither Slovakia would ever consider being possible. But we did it, we got the first Slovak race driver into such a world championship and I’m very proud of him and our work.
- If there is a challenging opportunity, go for it
- Don't crack under pressure – same as the race drivers
- Pull all-nighters to finish side projects you are passionate about
- Your family is the most complicated client
- Do Design Thinking with family - without them knowing
- No budget means a lot of creative work!
- Never give up!
Me and my brother at Salzburgring in 2017 in front of his race car
NEXT PROJECT: LIVE RACING