.svg)
Lakeside Construction is a premier site-work contractor based in Northern New Jersey, recognized for handling large-scale heavy civil and commercial development projects. Built on precision, heavy-duty execution, and reliability on the job site, the company took a bold step beyond regional earthwork by entering the high-speed arena of national motorsports. Partnering with driver Frankie Muniz in the NASCAR Craftsman Truck Series and teaming up with the Semper Fi Fund to host military veterans at the track, Lakeside set out to showcase their brand and give back on a national stage across marquee race weekends in Nashville and San Diego.
Stepping onto the NASCAR grid required translating an established industrial construction identity into a cohesive, high-energy motorsports brand. Lakeside Construction needed a complete visual package that could hold its own alongside seasoned racing teams while staying unmistakably true to the look of their everyday fleet on the job site and highlighting their charitable partnership with the Semper Fi Fund. Beyond designing a race truck wrap for Frankie Muniz that mirrored their signature work trucks, the project called for a dedicated racing sub-brand, crew headwear, driver firesuits, and supporting event collateral for the veterans and team in Nashville and San Diego.
The rollout anchored around a custom Lakeside Racing logo that bridged heavy-equipment grit with track-ready speed. For the truck wrap, the design directly adapted the distinctive livery of Lakeside’s real-world fleet—translating the familiar colors and graphics of their Northern New Jersey work trucks onto a sleek NASCAR body while proudly integrating the Semper Fi Fund branding to perform at 180 mph. Extending that fleet-inspired aesthetic across the custom driver firesuit, team hats, and race-weekend apparel unified the entire pit presence, creating a memorable experience for the attending veterans and turning a regional site-work powerhouse into an instantly recognizable fixture at the track.
