Driver Lounge
CLIENT
The brief was to develop a brand cable of being subservient to any given driver. This approach allowed each driver, the true subject of each event, to take centre-stage and a hero status around which everything would be built. This concept needs to allow for flex from one individual to the next, ensuring activities and the content to support them would be focused on the individual but delivered in a consistent, branded fashion.
Type
Digital Design
,
Development
Year
2025
Strategy
Voice
Identity
The Driver Lounge identity has been developed around retrospective icons and branding, leaning on F1 nostalgia to create something that is truly fitting for its environment. The shapes that the brand creates can also be used as a device to frame imagery and graphics, allowing for greater impact of the brand as a whole. It has been developed with flexibility in application and colour-ways in mind, allowing for each and every driver to play some part in dictating the look and feel from one event to the next.
