The AI Coach for the World’s Fastest Racers
GT3 Racing
6K+
Imagine going faster, not from guesswork— but from data that sees through your every turn.
When I first heard James Baldwin’s story — fastest sim racer in the world, now real-life GT3 driver for McLaren — I knew I wanted to help. I’m a petrolhead. I’ve owned sports cars, fast bikes, and flown racing drones. I know the obsession with getting faster. But even in 2024, the tools for racers were clunky, overcomplicated, and designed for engineers — not drivers.
That’s where Racemake comes in.
It’s a new kind of performance coach for sim racers and pro drivers — using telemetry, analytics, and AI to help you learn, improve, and win. I was brought in to build it from scratch — both the product and the brand.
Branded from the Start
I didn’t begin with screens. I started with a diagnosis.
What do racers want? Victory. What holds them back? The lack of visibility into why they aren’t winning. Racemake’s role became clear: transform opaque driving data into visual clarity and performance insights.
I anchored the brand in the Magician archetype — a mentor who helps you transform, not with luck, but with a system that feels like magic. That vision shaped the product. What if the interface felt like a race engineer merged with Apple Vision Pro?
I Designed
- A HUD-inspired dashboard that feels immersive, not technical
- A digital coach (we nicknamed it “James”) that compares your lap to the perfect one
- A visual story that starts in the pit garage — your personal cockpit for performance transformation
The Product DNA: From Music to Motorsport
Most telemetry tools look like Excel with RPM charts.
Instead, I borrowed from a surprising place: music production. Platforms like Soundtrap use synced timelines, histograms, and multi-layered flows to visualize sound in motion. That clarity inspired how we structured race data.
But I didn’t stop there.
We added a side-by-side lap visualization, so racers can literally see where they lose time. Every dot of data is replayed. AI highlights where to brake later, steer cleaner, or throttle earlier.
It’s like Spotify for speed. Intuitive. Real-time. Addictive.
From Idea to Helmet at Spa GT3
Racemake was built at Cleevio, where I led the full-stack design — from brand identity to product UX and visual system. I created:
- Brand identity (logo, visual system)
- Full UX strategy and UI system
- Hero visuals (3D build by teammate Václav Patka) and product animations
- Motion-driven homepage (developed by teammate David Šupík)
When Racemake launched, it didn’t just gain traction — it made it to the 24H GT3 Spa race, with the Racemake logo I designed printed on James Baldwin’s helmet.
That moment meant the world 🖤
Results
- 🏎️ 6,000+ racers onboarded
- 🏁 Brand worn in professional GT3 racing
- 🎯 Selected into the NVIDIA Inception program, affirming its innovative use of AI and telemetry in motorsports performance
Why It Matters
Racemake proved that great product UX can start with brand strategy. That UI doesn’t have to be dry — it can feel like a race. That the best design work happens when you deeply understand the user’s dream — and know how to bring it to life.
If you’re building a product at the edge of sport, tech, or AI— I’d love to help make it real.
Let’s talk.
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