Case Study: WillScot helps power the Borchetta Bourbon Music City Grand Prix with Pen & Mug brand identity and event creative

WillScot powers Borchetta Bourbon Music City Grand Prix to 1.14 million viewers with Pen & Mug

The customer, WillScot, was the presenting sponsor for the 2025 Borchetta Bourbon Music City Grand Prix INDYCAR race. They faced the challenge of an extremely short turnaround window to overhaul the event's brand identity, including a new logo and style guides, following a title sponsor change that resulted in an extremely long event name. The vendor, Pen & Mug, was engaged to provide brand identity services to meet this urgent need.

Pen & Mug sprinted to create a new, versatile logo system and comprehensive style guides that balanced energy with sophistication, while still tying in elements from the event's previous branding. The vendor then led creative design for all assets, from digital and social graphics to signage, swag, and vehicle wraps. The results were highly successful; the 2025 race finale was broadcast to 1.14 million viewers, making it the second highest-rated INDYCAR race in the U.S. that year, trailing only the Indianapolis 500.

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