Creative Director • Senior Art Director • Brand Designer
Who's On Pole
An app built to feel like racing — fast, alive, and nothing like a spreadsheet with a checkered pattern on it.
Brand Identity • UI/UX Design • App Design • Motion & Animation • Social Templates
Who's On Pole came to us at the very beginning — no name yet fully locked, no visual language, just an idea for a racing app that didn't exist yet. We got to build it from concept all the way through to launch, which is the kind of project I live for: nothing to react to, nothing to fix, just open road.
The brand needed to feel fast without feeling cold. Racing has so much heart in it, the drivers, the teams, the rivalries, the ritual of the flag drop, and we didn't want an app that felt like a spreadsheet with a checkered pattern on it. So we built out a full identity and then took it deep into product: UI design for the whole app experience, drivers and teams and tracks and flags all needing their own visual system, a welcome animation and logo animation to make the first few seconds feel like an event, a coming-soon page and new-user landing flow to bring people in the door, and social templates so the brand could keep showing up consistently once it launched.
Agency
Campfire Branding
Team
Creative Director: Jenna Shoop
UX/UI: Jenna Shoop & David Craig
Development: Goddess Culberston
Year
2025
What made this one fun was how many small worlds had to talk to each other — the driver profiles, the team pages, the track data — and stay one brand the whole way through.
That's the real work of UI branding: not just making one beautiful screen, but making a hundred different screens feel like they were born from the same place.
