Designing the Topcon INDYCAR for their CONEXPO-CON/AGG 2026 booth was an incredible opportunity to create a visual centerpiece that complemented the larger booth environment. The goal was to ensure the car felt like a natural extension of the exhibit, aligning with the booth’s color palette, graphics, and overall visual language.
The challenge was creating a design that was bold and visually striking without feeling overwhelming. Every graphic had to respect the contours of the car, following its shape and flow rather than forcing elements onto surfaces that did not fit. The final livery balances brand recognition with dynamic visual impact, drawing attention while maintaining cohesion with the surrounding exhibit.
This project was a reminder that great design is not just about standing out, it is about fitting seamlessly into its environment while still feeling exciting and memorable.
Credit: 3D renders provided by Evan Winters/Triumph Arts.
The design of the car was developed in close alignment with the broader visual direction of the Topcon booth. Because the car would sit at the center of the exhibit space, it was important that the graphics felt integrated with the surrounding environment rather than appearing as a standalone element. The livery incorporated key visual themes from the booth design while introducing a new identity element for Topcon’s Precision Motorsport program. The goal was to create a design that felt fast, modern, and unmistakably tied to the Topcon brand, while also holding its own as a visually striking piece within the exhibition environment. Every graphic decision needed to account for how the design would wrap across the complex geometry of the car, ensuring strong visibility and visual continuity from multiple angles.
The livery carried key visual elements from the CONEXPO booth, using bold geometry, directional shapes, and brand colors to create a cohesive visual experience across the entire exhibit.
Project highlight and takeaway
Designing artwork for an INDYCAR is the kind of project a younger version of me could only dream of doing one day. Seeing that design come to life on a full-scale race car is still surreal, and it’s a reminder of just how exciting graphic design can be.
The completed INDYCAR became the visual centerpiece of the Topcon booth at CONEXPO, drawing attention from attendees across the exhibition floor. As the largest construction trade show in North America, CONEXPO represents one of Topcon’s most significant industry events, making the display of the car an important brand moment. The finished design received praise from across the organization, as well as from James Roe, the driver, and members of the motorsports community who saw the car on display during the event. For me, it was another reminder that design can extend far beyond traditional deliverables. Sometimes the canvas is a race car.
_logo.svg.png){kind=logo}
