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We partnered with Formula 1 to establish the brand identity for a new flagship annual event in their racing calendar. Our comprehensive approach encompassed strategic naming guidance through to creating a flexible visual system that accommodates evolving brand partnerships whilst maintaining consistency year-on-year.
Formula 1 required a distinctive brand identity for a new annual event that would complement their existing portfolio whilst standing independently. The identity needed to be sophisticated enough to attract premium partners, flexible enough to evolve annually, and robust enough to maintain coherence across multiple partnership integrations without diluting the core F1 brand equity.
Through strategic workshops with F1 stakeholders, we developed naming criteria that balanced heritage with innovation. Our scalable identity system features a modular architecture that seamlessly incorporates partner brands whilst preserving the event's distinctive character. The visual framework includes adaptable elements that refresh annually whilst maintaining core recognition markers.
The new event brand successfully launched. The flexible identity system has proven its effectiveness through seamless integration of multiple tier-one partners, whilst the scalable framework ensures the event maintains its fresh appeal year-on-year without losing brand equity. The identity strengthens F1's position as a premium global sporting platform.
