A new, more emotive voice for the relaunched Formula 1.
After its takeover by Liberty Media, Formula 1
rebranded for the first time in over 20 years. The rebrand ran deep, transforming the fundamental strategy behind the brand, to bring heart, soul and guts back to a brand regarded by many fans as having become too corporate and dull.
We were asked to create the voice of the new F1. Working closely with Wieden+Kennedy, we developed a voice rooted in emotion and human stories: the true heart of this spectacular global sporting extravaganza.
The new identity launched in late 2017, by which point we were completing the voice guidelines – transforming every aspect of the F1 voice, from sales decks to social and VIP comms. The full scale of the new branding is emerging during 2018, and we’re already hard at work on a wide range of comms briefs.