Mountain Dew: Dewcision. An exercise in Anxiety.

As an up-and-coming designer at Hendrick Motorsports, I was thrilled to be given the opportunity to design the paint scheme for Dale Earnhardt Jr’s No. 88 Mountain Dew car. However, as I began to work on the project, I quickly found myself consumed by anxiety and imposter syndrome.

I had always been a fan of Dale Jr, and I knew that his fans were some of the most passionate and loyal in the sport. I felt immense pressure to create a design that would not only pay tribute to Mountain Dew and its rich racing heritage, but also honor Dale Jr and his legendary father.

As I began sketching out ideas, I found myself second-guessing every decision. I worried that my designs were too derivative, or that they didn’t capture the essence of Mountain Dew. I struggled to find a balance between honoring the brand’s history and creating something fresh and exciting.

At one point, I hit a wall and couldn’t seem to come up with any new ideas. In a fit of desperation, I turned to an unlikely source of inspiration: the Atari logo. I had always loved the bold, geometric shapes and vibrant colors of the Atari brand, and I thought it might be a fun way to incorporate a bit of nostalgia into the design.

To my surprise, the Atari-inspired design ended up being one of my favorites. It had a bold, futuristic look that felt fresh and exciting, and it seemed to perfectly capture the spirit of Mountain Dew. In the end, it was the design that I chose to present to Dale Jr and the team at Hendrick Motorsports.

To my relief, everyone loved the design and it ended up being the one that was chosen for the No. 88 Mountain Dew car. It was an incredible moment for me, and it reminded me that sometimes our greatest ideas come from unexpected places.

Looking back on the experience, I realize that my anxiety and imposter syndrome were natural parts of the creative process. It’s normal to feel pressure when you’re working on something important, and it’s important to remember that everyone has their own unique style and perspective. The most important thing is to stay true to yourself and have confidence in your abilities. So, in the end, it all worked out and I was able to create a paint scheme that I’m truly proud of.


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