Artist Spotlight: Kyle Sykes

1️⃣ How did you get your start designing?

Kyle: Growing up, I never knew I wanted to be a graphic designer. I never took design or art classes in high school. I initially went to college for a marketing degree, but after my first semester, I decided I wanted to try to take graphic design courses.

As you can imagine, now looking back at those initial projects, it was brutal and honestly comical, but it was part of the growing process that got me to where I am today. I ended up graduating from Carroll University in Wisconsin with a degree in graphic communications and a minor in marketing.  

2️⃣ What does your role look like? In other words, what does the title of Creative Director for an organization known for its creativity mean to you?

Kyle: I’ve been so fortunate to be part of Trackhouse from the very beginning — being employee No. 3 before a car ever hit the track and when Trackhouse was still just an idea.

My role has certainly evolved from where it started. I initially began doing all the design, paint schemes, social media graphics, social media posts, sponsor presentations and traveling to races for the social coverage. Four years later, I manage an extremely talented creative department of three others. As the Creative Director, I work very closely with Justin Marks to make sure we are showcasing our brand with the proper vision. I still am fortunate enough to do most of the paint scheme designs for Daniel [Suárez] and Ross [Chastain], with some Shane van Gisbergen [NASCAR] Cup and Xfinity [Series] schemes here and there.

I have a large role in our sponsorship presentations for potential new partners and working closely with our current partners on their specific needs and requests. It’s been a dream situation, and I will forever be grateful to be in the position that I’m in with this team. 

3️⃣ What's your ‘trademark’ style that helps you stand out from other designers?

Kyle: I think right from the start, my whole design approach was to bring back cool looking, unique, and detailed race cars. I had noticed that cars were either running the same plain and uninspiring paint schemes year after year and week after week.

I initially focused on cars with lots of dimension and intricate designs. Right off the bat, I really relied on the use of gradients to make my paint scheme stand out. I think naturally as a designer, you learn what works and what doesn’t, and that approach has evolved into being OK with doing “simpler” designs. Sometimes a striking design can be done in a simple way while still having a big impact.

4️⃣ Which projects of yours are you most proud of and why?

Kyle: There have been so many fulfilling and incredible opportunities I’ve been able to accomplish. I’m not totally sure I can choose just one.

I’ll tell you that designing two Pitbull album covers was a project I never saw coming. That has been an insanely cool project. Between seeing the artwork on Spotify, promoted on his social channels and on his tour, it’s been very surreal! It’s led to some amazing interactions with Armando (Pitbull) in person at events. Few people can say that a global icon like Pitbull knows their name and remembers them, but he is as genuine and real as they come. He makes you feel like the most important person in the room when he has a conversation with you.

I’d say in general one of the proudest moments I had was being able to witness Ross [Chastain]’s Nashville win in person. Since I don’t travel to a ton of races, that was the first Trackhouse win I ever experienced live. That was one was emotional for me. I distinctly remember watching him do his burnouts in front of the cheering crowd, thinking those cheering fans in the stands were me not too long ago, and now I’m on the other side of things — something I never imagined was going to be possible for me.

I tend to always look at things from deeper perspectives like that, which allows me always to stay humble, appreciative, and grateful for the incredible journey I get to be part of. I acknowledge that I get to do things that many people would only dream of, and I never lose sight of that. 

5️⃣ Where do you turn for inspiration?

Kyle: It’s so important to continuously see what others are doing to always be at the top of my game. I pull inspiration not only from the racing industry — NASCAR, IndyCar, F1, MotoGP, etc. — but it’s important to not put blinders on and look elsewhere like MLS, MLB, NBA, and NFL. I also look outside of sports to see what tech companies do and how they approach design, and even looking at lifestyle brands to get different perspectives on things. There’s something to learn everywhere you look.

6️⃣ What’s one design project you’ve worked on that taught you a valuable lesson?

Kyle: This is a great question, and honestly hard for me to pinpoint a specific instance.

I think in general as a creative, I pour my heart and soul into everything I do. Design is something that is subjective, which means not everyone will like what I come up with — which is OK. No matter who you are and what you do, criticism is hard to take, especially when I have so much passion and pride for what I do. I have learned to take feedback and criticism in a constructive way and not take it personally. I have hundreds of paint schemes that will never see the light of day because they didn’t make the cut, or they evolved into something completely different.

Don’t get me wrong, as a human being it’s natural to feel sad or upset when people don’t like your work, but it has been something I have really learned to take in stride to make the next project even better.

I think it’s important to know that there are lessons to be learned with every single project that you do. There is always something you can do better or more efficient, so taking what you learn each time and applying it for next time is massively important to always finding a way to level up.

7️⃣ What person in the racing world (living or gone) would you like to have dinner with and why?

Kyle: It would definitely be Dale Earnhardt Sr. There’s no denying the greatness of other drivers in the sport — but Dale Sr. is my G.O.A.T. You look back at many of the iconic moments in NASCAR history, and Dale was part of many of those moments. 

I am so fortunate to be very close with Ty Norris, Trackhouse president [at the time of the interview] and former DEI [Dale Earnhardt, Inc.] president. Ty is one of the best storytellers I’ve met and some of the stories that he’s shared with me about Dale are absolutely incredible. If I could, I would actually like to make a dinner reservation for three and sit down with Dale and Ty, honestly just to hear the stories both of them had to share.

I am a student of the sport and always looking to learn something new. The history of NASCAR is so fascinating to me and Dale played a monumental role in the entire racing industry.

8️⃣ Share a design tip for people just getting started.

Kyle: My story is so interesting because without social media, I’m not in the position I’m in. I created an Instagram account and started creating concept paint schemes for fun. That eventually led to me being noticed.

Social media can be a dark and negative place, but it can always be a powerful place. Good can come from it if you use it the right way. I always choose to surround myself with positivity, and with that, good things will happen. In a digital and social-driven world, your first impression could be made on social, so just be conscious of how you choose to represent yourself. A first impression is something you can never redo.

I think it’s so important for young designers to take every opportunity you can — whether it’s paid or not. Experience and doors that you can open are far more valuable than a couple dollars when you are just getting started. Building a portfolio, making connections, and most of all, a good reputation are going to be the reason why opportunities keep coming your way.

Last of all, find a way to be different; be your own creative. We live in a world where people are constantly being compared to others. Find a way to be unique because that’s what will make you stand out. That could be what catches someone’s eye because you never know who is watching or who is seeing your work. 🏁

Follow Kyle on Trading Paints and Instagram.