Project Date: July 7, 2022
Location: Atlanta Motor Speedway, Hampton, Georgia
Client: Ally / Ally Auto
Event: NASCAR Quaker State 400 Race Weekend
Featured Driver: Alex Bowman, No. 48 Ally Chevrolet, Hendrick Motorsports
Service: Press Box, Hospitality Suite & Interior Wall Graphics Installation
Installer: Black Diamond Designs
When NASCAR Comes to Atlanta, Every Detail Matters
On July 7, 2022, Black Diamond Designs completed the Ally NASCAR graphics installation Atlanta Motor Speedway guests saw in the press box and hospitality suites, ahead of the NASCAR Quaker State 400 race weekend in Hampton, Georgia, south of Atlanta.
The roar of the engines. The energy of race weekend. The unmistakable branding of NASCAR’s biggest sponsors.
At Atlanta Motor Speedway, professional motorsports is more than what happens on the track. The entire venue becomes part of the experience.
The project focused on branded press-box and hospitality suite environments, incorporating Ally graphics, promotional wall displays, colorful logos, and messaging tied to the No. 48 NASCAR program.
It was another opportunity for Black Diamond Designs to demonstrate the precision and experience required for professional sports and event graphics installation.
NASCAR Graphics Installation Atlanta: What We Installed for Ally
NASCAR race weekends bring together professional racing teams, sponsors, business partners, and guests. The spaces overlooking the track are part of that experience.
For this installation, Black Diamond Designs worked directly for Ally to bring its brand identity into the interior hospitality environments at Atlanta Motor Speedway. The project photographs document several branded features:
- Ally Wall Graphics: Large, colorful Ally logos installed in interior hospitality and refreshment areas.
- Ally Brand Messaging: Bold “ally do it right.” lettering prominently displayed above windows overlooking the speedway.
- No. 48 Graphics: Oversized pink number graphics connecting the hospitality environment with Ally’s NASCAR sponsorship.
- Milestone Initiative Branding: Graphic displays featuring DC, Milestone, and Ally campaign identity.
- Branded Hospitality Spaces: Interior graphics positioned around counters, walls, and viewing areas.
The completed wall graphics established a cohesive brand experience while preserving the impressive views of the racing surface.
Celebrating Alex Bowman, Hendrick Motorsports, and the No. 48 Ally Chevrolet
During the 2022 NASCAR Cup Series season, Alex Bowman drove the No. 48 Ally Chevrolet for Hendrick Motorsports.
For the July 10 race at Atlanta Motor Speedway, the No. 48 featured a special paint scheme connected to The Milestone Initiative, a collaboration involving Ally, DC, Milestone Media, and Warner Bros. Discovery.
The design featured Static, the Milestone Super Hero published by DC, and the initiative supports mentoring and training for emerging comic book creators from Black and diverse backgrounds.
The Black Diamond Designs installation included Milestone Initiative branding within the speedway’s hospitality spaces, connecting Ally’s marketing campaign to the race weekend environment.
It demonstrates an important part of professional event graphics installation: translating a larger national marketing campaign into physical spaces where people experience the brand.
Professional Graphics Installation at Atlanta Motor Speedway
A NASCAR venue creates unique demands for commercial graphics installers.
Interior hospitality spaces include windows, wall surfaces, doors, counters, architectural details, and existing fixtures. Every installation must account for the surrounding environment while maintaining the integrity of the approved branding.
At Atlanta Motor Speedway, the Ally graphics included large lettering above expansive windows, oversized interior logos, colorful campaign elements, and branded wall displays.
On interior walls like these, the finish depends on preparation. In general, painted surfaces need to be clean, dry and fully cured before large graphics go up, and lettering that runs above a long bank of windows has to stay level across the whole run, because any drift is obvious against the window line. Timing matters too: this installation was completed July 7, three days before the July 10 race.
These weren’t just decorations. They helped turn functional hospitality spaces into recognizable branded environments for one of NASCAR’s major sponsors.
Race Weekend Context: The Speedway Entrance and Racing Surface
The photographs also document the speedway’s entrance and racing surface during the Quaker State 400 weekend, providing context for the scale of the event. These three photos show venue and track branding only. Black Diamond Designs does not claim the entrance signage, the Coca-Cola sign, the infield logos, the track painting, or the No. 48 car’s paint scheme as our work.
The track has since been renamed EchoPark Speedway (June 2025), but it was Atlanta Motor Speedway when this project took place.
Trusted for Professional Sports and Major Event Graphics
Black Diamond Designs has built an extensive portfolio of professional sports graphics installations. Our documented projects span major organizations and venues, including:
- Motorsports: Ally hospitality graphics at Atlanta Motor Speedway and the U-27 hydroplane racing boat wrap.
- NFL: Tennessee Titans trailer graphics, Atlanta Falcons storefront graphics, and NFL event installations.
- MLB: Atlanta Braves stadium graphics, retail installations, and postseason branding at Truist Park.
- NHL: NHL Centennial trailer wraps and Nashville Predators vehicle and storefront graphics.
- College Athletics: University of Alabama athletic facility graphics, Auburn football trailer graphics, and Nike and University of Alabama window graphics.
Closest to this project is our Coca-Cola FIFA World Cup suite graphics at Mercedes-Benz Stadium, another Atlanta hospitality suite installation. See more in our stadium graphics installation services.
These projects require experience, attention to detail, and an understanding of how large-format graphics perform in real-world environments.
3M Preferred Graphics Installer Serving Atlanta and the Southeast
Black Diamond Designs brings over 25 years of experience in the graphics industry to commercial installation projects.
As a 3M Preferred Graphics Installer for over 15 years, our team works on interior wall graphics, retail storefront branding, stadium installations, fleet and vehicle graphics, architectural surfaces, and major event installations.
Atlanta is a major market for our commercial graphics installation services, with additional work throughout Birmingham, Nashville, and the Southeast.
Whether the project involves a corporate hospitality suite, sports venue, retail environment, or commercial building, the goal remains the same: professional installation that makes the brand look its best.
Ally hired Black Diamond Designs directly to install these interior graphics. NASCAR, Hendrick Motorsports, DC, Milestone Media and Atlanta Motor Speedway names and artwork appear here for project context only, and showing this work in our portfolio does not imply an endorsement by any of them.
Frequently Asked Questions
What did Black Diamond Designs install at Atlanta Motor Speedway for Ally?
On July 7, 2022, working directly for Ally, Black Diamond Designs installed Ally-branded interior graphics in the press box and hospitality suites at Atlanta Motor Speedway: multicolor Ally wall logos, “ally do it right.” lettering above the track-view windows, an oversized magenta No. 48 graphic, and Milestone Initiative campaign displays.
Did Black Diamond Designs install the speedway entrance signs or infield logos?
No. The entrance, track and infield photos in this post show the race-weekend setting for context. Our work on this project was the Ally interior graphics inside the press box and hospitality suites.
What is Atlanta Motor Speedway called now?
The track in Hampton, Georgia, was renamed EchoPark Speedway in June 2025. It was still Atlanta Motor Speedway when this installation took place in July 2022.
Does Black Diamond Designs install sports and event graphics in Atlanta?
Yes. Atlanta is one of our major markets, alongside our Birmingham home base. Our Atlanta sports work also includes Coca-Cola FIFA World Cup suite graphics at Mercedes-Benz Stadium and Atlanta Braves graphics at Truist Park.
Big Brands. Big Events. Professional Installation.
The Ally NASCAR graphics project at Atlanta Motor Speedway is another example of Black Diamond Designs helping bring high-profile sports branding into the physical world.
From colorful interior logos to campaign displays overlooking the racetrack, every graphic contributed to the race weekend experience.
Need professional graphics installation for a sports venue, corporate hospitality space, or major event?
Black Diamond Designs delivers the experience and attention to detail your project deserves. Contact Black Diamond Designs or call 205-960-7117 to plan your next installation.
Design. Print. Install. Done Right.
