MERCEDES AMG-F1 →
All in: building a performance-driven mindset
CLIENT
Mercedes-AMG F1
AGENCY
Wolff Olins
YEAR
2023
The world of F1 has gone from strengh to strengh, becoming the sport with the youngest, most global audience in the world thanks to expansion across new race locations and the runaway success of Netflix’s ‘Drive to Survive’.
The Mercedes-AMG Petronas F1 Team wanted to build on this momentum and on its legacy of success. We built an identity to reflect this ambition, but also the team humanity, resilience, warmth and unity.
In this project, I had the chance to explore motion behaviours for typography, but also create a unique 3D language reflecting the idea of unity and constant movement.
CREDITS
Stewart Davies, Senior Creative Director / Joe Waterfield, Associate Creative Director / Oscar Warr, Senior Designer / Etienne Godiard, Senior Motion Designer / Franc Falco, Creative Specialist / Winston Duke, Senior Motion Designer / Lavanya Sivakumaran, Engagement Director / Manlio Minale, Executive Director / Emily Castle, Strategy Director
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