Rebuilding a family tradition
The Meriden Soap Box Derby is a non-profit family racing tradition built on ingenuity, civic pride, and friendly competition. My connection to the event goes back to the mid-2000s, when my family and I raced all over the Northeast, including the Meriden, CT rally.
After moving to Connecticut in 2023, I took on the role of Meriden Race Director with a goal of bringing the racing community back to life. With the help of local families, volunteers, and businesses, we recruited new racers and rebuilt a racing culture that has grown beyond Meriden. We now attract families from across the Northeast and New England.
As part of that revival, I rebranded the event with a new logo designed to align with the All-American Soap Box Derby brand while giving the race a distinct local identity.
Client
Meriden Soap Box Derby
Services
Brand Identity, Print, Social Media, Event Marketing
Year
2024 - Present
A distinct logo for a community tradition
The Meriden Soap Box Derby logo was designed to capture the energy and excitement of race day while staying rooted in the community spirit that makes the event special. The mark features Castle Craig in Hubbard Park, where the race takes place, creating a visual connection to the community and the place that makes the Meriden race unique.
The Halloween Rally
The Halloween Rally is an annual race we put on the weekend before Halloween. The event attracts racing families from across the Northeast to Hubbard Park for a full weekend of racing beneath Connecticut's autumn foliage. Along with competing for World Championship points, the event creates an opportunity for new racing families to connect, build camaraderie, and become part of the broader Soap Box Derby community. The weekend combines racing with plenty of Halloween fun, including a food truck, costume contest, and prizes for the best costumes. To give the event its own identity, I created a logo variation based on the original Meriden Soap Box Derby mark, incorporating a Halloween-inspired color combination. The logo is featured on commemorative T-shirts sold to visiting drivers, with all proceeds supporting the Meriden Soap Box Derby and helping keep the tradition moving forward.
Building community online
Social media (Instagram and Facebook) has been a key tool for growing awareness of the Meriden Soap Box Derby. We connect with our local racing families and put them. From race day highlights and event announcements to behind-the-scenes moments and sponsor recognition, each post is designed to reflect the energy and community spirit of the event — and keep the Meriden race top of mind year-round.
