Selected work — Case study
Lily Flashman Racing
Brand strategy · Design · Build—2026 · Client work · Aotearoa New Zealand
Visit the live siteLily Flashman is a third-generation Kiwi racer on the Formula Ford pathway — quick, quiet, and up against families who've been building racing brands for generations. She had the speed. She didn't have a story anyone could back.
The brief
Lily's father Todd came to me with a simple problem: partnership conversations were starting, and there was nothing to point at. No brand, no website, no way for a potential partner to understand in five minutes why this seventeen-year-old mattered.
Motorsport partnerships are hard conversations even with a story. Without one, they don't happen. The job: build the brand and its home from zero — fast enough to matter this season.
Outcomes
0 → 1
No brand, no site, no story — to all three, live
3 wks
Discovery call to live build
3
Styled prototypes before a line of production code
1
Voice across web, documents and outreach
The approach
- 01
Listen first
A discovery call with Todd, then a two-hour working session with Todd and Lily — built around an interactive strategy document we worked through live: dials, votes, rankings. The positioning came out of their own words, not a deck delivered at them.
- 02
Position
“The new girl on the grid.” Raw speed — three lap records across three consecutive race weekends — a third-generation racing family, and the humility to let the stopwatch do the talking.
- 03
One system
Megan at MF Collective built the identity — charcoal, dusty coral, the forward-lean LF monogram. I turned it into a design system that carries one voice across the website and the partnership documents.
- 04
Three temperatures
One page skeleton, three styled directions — premium, human, edgy — built as real scrolling prototypes so the family could feel the difference between them, not imagine it.
- 05
Build
A cinematic single-page scroll: choreographed motion tuned to stay quiet, Dane Scott's photography doing the heavy lifting, and a contact pipeline that treats every enquiry like the partnership it might become.
Technology
Next.js + Vercel
Static-first and fast everywhere, deployed on every change — the site holds up on a paddock phone signal.
Design tokens in Tailwind
MF Collective's identity encoded as a token system — one source of truth for colour, type and spacing.
GSAP scroll choreography
Reveals, counters and read-along text scored to the scroll — tuned so nothing is nameable, everything is felt.
Resend + Cloudflare
A dedicated sending domain so enquiries reliably reach the family's inbox — from day one, every message matters.
The work
The live site, and the photography that carries it — frames by Dane Scott.
Credits
- Strategy, design & build
- Billy Lewis
- Photography
- Dane Scott
- Brand identity
- Megan — MF Collective
- Client
- Todd & Lily Flashman
See it live
The best way to read this work is to scroll it. Lily Flashman Racing is live now.
lilyflashman.comConnected work