THE OBJECTIVE
I was commissioned by Foxwoods Resort Casino to develop a cohesive visual identity for their Racing Against Cancer initiative. This collaboration involved working directly with high-profile brand ambassadors, including NHRA driver Mick Smallridge and Racing Against Cancer Director Scott Gregory, to create promotional assets that drive charitable donations for the American Cancer Society.
STRATEGIC PARTNERSHIP & BRAND INTEGRATION
Stakeholder Management: Coordinated between casino hospitality leadership and professional racing teams to ensure brand alignment across all physical and digital touchpoints.
High-Impact Visuals: Developed a signature aesthetic for the Foxwoods NHRA-sponsored vehicles, balancing the luxury resort’s branding with the high-octane environment of professional drag racing.
Philanthropic Messaging: Crafted promotional artwork that emphasized the “on-time” delivery of critical marketing assets used during major racing events to maximize fundraising opportunities.
KEY DELIVERABLES
Promotional Campaign: Large-format signage and digital display assets for Foxwoods Resort Casino hosting events.
Livery Design Coordination: Visual assets designed to integrate with professional racing vehicle wraps and NHRA team gear.
Testimonial Validation: Sustained long-term partnerships with clients who cited “exceptional ability” and “on-time” delivery in high-pressure environments.
THE OUTCOME
The resulting campaign provided Foxwoods with a professional, polished presence within the NHRA circuit. More importantly, these assets supported the Racing Against Cancer team in their mission to donate 100% of prize money to the American Cancer Society, proving that effective design can be a direct catalyst for charitable impact.
CREDITS & RECOGNITION
Lead Designer: Chris Fry
Stakeholders: Mick Smallridge (NHRA Sportsman Team Owner) & Scott Gregory (Director of Operations, Racing Against Cancer)
“Chris, has demonstrated exceptional ability in creating promotional items used by the Foxwoods Racing Against Cancer Team Charity. Chris’s ability to get the jobs done “on-time” while handling a multitude of other jobs at the same time is second to none.” —Scott Gregory, Director of Operations Racing Against Cancer
“I had the pleasure of working with Chris on numerous projects years back, Chris is very talented and great to work with as well, I highly recommend contacting him for anything that you might need.”—Mick Smallridge, NHRA Top Sportsman Team Owner / Driver
Learn more about Mick Smallridge, former Foxwoods NHRA Driver and Celebrity Host.
