The discovery process focused the competitive landscape, finding available whitespace, room for a new brand to gain traction and shift gears if needed. Most of the competitors' names were descriptive in nature, so we saw an opportunity for a name that captured why people enter car competitions. The answer was a heartbeat away. Fans enter for the rush, for that oh-so-tingly-feeling of upgrading their ride through the simple purchase of a single ticket. Thus, 3hrill was born. The name not only captures the essence of why people enter car competitions, but also conveys the three facets of the brand - Play. Win. Drive. We were also able to secure the matching.com to boot. From the tagline, “The Drive to Win”, to the lead slogan, “Let Your Heart Race”, the supporting messaging and lexicon found a balance between high octane and pure possibility. Revisiting the whitespace exercise, we developed a compelling color palette that would stand out from the competition. The logo further highlighted the racing theme by hinting at a gearbox and capturing a sense of speed and forward momentum. From start to finish, 3hrill translated the consumers’ why into a clear, concise, compelling, and consistent what – the love of the game.