Role Creative Lead
Collaboration Group Creative Director, 3D Designer & Producer
Formula 1 wanted to refresh their marketing materials across channels to appeal to their whole demographic, ranging from the high-end VIP to the hard-core fan, in 21 countries. Because their logo was so iconic, it was a natural starting point to drive the identity system. Working with event agency TBA, We deconstructed the logo down to ‘the 55 degree angle’, representing the speed and dynamism of the brand, to serve as the unifying element for the various collateral. The new branding was front and centre at a London Live event in Trafalgar Square in 2017, which was attended by over 100,000 people.