THE REBRAND
We didn’t just rebrand—we rethought every touchpoint.
Working with Race Service, we built a full ecosystem of design, apparel, and goods around the idea that high quality isn’t a luxury—it’s the baseline. Textures you can feel. Colors that connect. A visual language rooted in automotive culture, but made to resonate far beyond the road. From driver bags that belong on a pit lane, to custom jewelry keepsakes from GOOD ART HLYWD, to full-fleet wraps by Wrap Legends that turned the route into a moving gallery—everything was made to feel like part of something bigger.
-273 delivered race-grade gloves for real seat time. Westime kept us on time (and on flex). And the entire aesthetic? Built to reflect the drivers, partners, and brands that make this what it is.
Because LONGTAIL is more than a rally. It’s an experience. A yearly journey across the country. Quarterly “Shortcuts” that hit like curated hits of adrenaline. And increasingly, a platform for luxury OEMs, celebrities, families, and corporate groups looking for something off-script—but still fully dialed.
The new brand gives all of that a home. A world where high-level design meets unforgettable moments—and where our sponsors and partners get to thrive in style.
RACE SERVICE
The Road to Identity.
We partnered with Race Service not just to build a brand—but to shape an experience. As a creative agency and cultural hub at the heart of the automotive world, their approach wasn’t just strategic—it was deeply personal. From day one, they understood that this wasn’t about making something cool. It was about making something real.
They led the creative direction across every touchpoint—print, signage, photography, visual identity, driver goods, and content—bringing a level of depth and intention that surprised even us. The result? A brand that doesn’t just look like LONGTAIL. It feels like it.
Here’s a look behind the scenes at how it all came to life.
COLOR TEXTURE CULTURE
Luxury, by Design.
True luxury isn’t about labels or flash—it’s about intention. It’s the decision to care more, to go deeper, and to create something that resonates beyond the surface.
What you’re seeing here is that process in motion. The print pulls. The tooling. The metals. The stitching. From the GOOD ART studio to the presses that laid ink to paper, every detail was built not just to impress—but to connect.
Design gets you in the door. Texture makes you stay. But it’s the feeling that lasts. That’s the LONGTAIL triangle—and this is how it comes to life.
Good Art.
Friends, now family.
When we talk about high-touch experiences, this is what we mean. From the beginning, the team at Good Art HLYWD didn’t just agree to make keychains — they embedded themselves into the story. Every material, every mold, every mark was treated like a statement of intent. The resulting pieces weren’t just souvenirs; they were jewelry-grade keepsakes crafted at the same level as the world’s best accessories.
THA’ GOOD SHIT.
It’s for the people.
From hats and tees to bandanas and beach towels, Race Service designed an elevated apparel system that extended the Longtail identity into lifestyle. Each item wasn’t just branded — it was tailored to the experience. Poolside towels for luxury hotel parties, garments suited for high desert mornings or champagne-fueled sunsets, and personal gear for every driver.
LIVERY LANGUAGE
Love at first sight.
Every rally has its rhythm — but few have a uniform. For LONGTAIL, we wanted something that carried through from arrival to apex. We began by creating a bespoke livery for the founder’s vehicle — a hero car that embodied the elegance and edge of the brand. From there, we designed a dynamic, minimal livery system for every participating car in the rally — a striking visual thread that stitched the experience together.
IT WORKED.
2026 LETS GOOOOO!
From the mountains to the coastlines, through luxury hotels and winding roads, Longtail delivered. Every detail—designed with intention, executed with precision—elevated the rally from a simple drive to an unforgettable cultural moment. Drivers felt seen. Partners felt aligned. And the energy? Electric. What started as a vision became a movement, proving that when branding, culture, and experience align, the results are undeniable.
