34° by South Racing · Luxury off-road experiences · Europe and beyond · 2024–2026
We don't sell a race. We sell access.
South Racing wanted to open its world to people who aren't racing it: a luxury experience brand built on the team's access, machines and know-how. It had a name. It needed a story that wasn't written yet, and a website that could sell a first tour.
The line we wrote first, in French, became the brief for everything: On ne vend pas une course. On vend un accès.
Client · South Racing (34°)
Mandate · Positioning brief, website story and copy, site build, tour briefs
Years · 2024 → 2026
Crew · Phil Henderson (ART DIRECTION, strategy, copy)
Languages · EN
01 · We thought it.
A positioning brief that turned a race team's assets into a product: access to the bivouac world, the machines, the people, the terrain. Then the website's story and structure, written in English for an international audience. The road less travelled doesn't have a road.
02 · We made it.
The site, written page by page, then designed and built by us on Squarespace: one headline, full-width landscapes and a private-access page where a booking button would be. The identity carried through, animal patterns and all. And a photo and video brief for the first tour, written so the crew came home with the website's images.
03 · We launched it.
The first tour ran in Portugal in spring 2026: four days of coastline and backroads, shot to the brief. The new site is in final review with the team. The brand has a voice that matches the team's reputation, and the same people who race Dakar can now sell four days in Portugal without sounding like a travel agency.
Results
1 positioning brief · 1 website, written and built · 1 first tour briefed
Credits
Strategy, copy · Phil Henderson, PHLIK
Brand identity · PHLIK & DEATH SPRAY
Tour photography · MCH
Client · South Racing, Scott Abraham
Not a race. Access.
The brief opened in French: on ne vend pas une course, on vend un accès. It closed on the test for every page that followed: this doesn't sell an activity, it sells a world.
A private club, not a travel agency.
Elegant, assured, calm, rarely explanatory. No shopping cart and no public calendar: full itineraries, dates and availability sit behind a request for access.
Seen, but not fully seen.
The rule for every image. Landscape first, the cars as design objects, people present but never exposed: hands, silhouettes, small figures in big country.
The direction
Barefoot luxury meets off-road exploration.
Not racing meets hospitality.
The identity
34°. Cross the line.
Named for the 34th parallel south, the line that crosses the continents South Racing has raced on and its founder's birthplace in South Africa. A degree symbol that stands as a mark on its own, a line under the number, and animal patterns borrowed from the regions the parallel runs through. On the cars: liveries by Death Spray.
The first tour
Portugal, shot to the brief.
Four days of coastline and backroads in spring 2026. We wrote the photo and video brief before the convoy left: landscape first, the cars as design objects, no faces. The tour came home with the images the website was waiting for. Click any frame to see it full size.
The website
The road less travelled doesn't have a road.
The headline came first and the site was built around it: a film where the hero goes, four experiences with one open, and a private-access page where a booking button would be. Written, designed and built by us on Squarespace.
