F1 Unlocked
Taking fans inside F1
Coley Porter Bell (2023)
As Formula 1 has repositioned itself to a Media and Entertainment company, with a desire to ‘Deliver
the world’s greatest sports and entertainment spectacle’, it has sought ways to bring a much broader
range of people into the sport.
Initiatives like Netflix series ‘Drive to Survive’ had gone a long way to increase interest, and now their task was to keep those new fans engaged and excited. ‘F1 Unlocked’ is the latest initiative launched by the
brand to connect with this rapidly growing fan base. It has been developed to provide an exclusive membership experience for all F1 fans, new and old. Aiming to bring fans closer to the sport they love, F1 Unlocked is a unique loyalty experience.
We developed an immersive brand identity and design system that brings F1 Unlocked to life. Built as a natural extension to the F1 brand, we created an identity that puts every user - whether diehard petrolheads, motorsport fanatics or a new generation attracted by the celebrity of the drivers - inside the world of F1.
The platform is designed to allow those individual fans to engage in different ways, and so the identity is
purposefully flexible, able to adapt and cater to diverse content and audiences across the globe, with the grid system holding many different types of content.
The identity uses the language of gaming to transport fans into an infinite world of F1, giving then unique access to varied content, enhancing their overall experience of the brand by allowing them to personalise it, and unlocking the greatest sports and entertainment spectacle in the world.
Team:
Dean Field
George Lewis-Jones
James Ramsden
Eleanor Potter
Rob Allen
Ben Gale
Josh Payne
Andy Donald
Patrick Lawlor
Ed Fergusson
F1 Unlocked
Taking fans inside F1
Coley Porter Bell (2023)
As Formula 1 has repositioned itself to a Media and Entertainment company, with a desire to ‘Deliver
the world’s greatest sports and entertainment spectacle’, it has sought ways to bring a much broader
range of people into the sport.
Initiatives like Netflix series ‘Drive to Survive’ had gone a long way to increase interest, and now their task was to keep those new fans engaged and excited. ‘F1 Unlocked’ is the latest initiative launched by the
brand to connect with this rapidly growing fan base. It has been developed to provide an exclusive membership experience for all F1 fans, new and old. Aiming to bring fans closer to the sport they love, F1 Unlocked is a unique loyalty experience.
We developed an immersive brand identity and design system that brings F1 Unlocked to life. Built as a natural extension to the F1 brand, we created an identity that puts every user - whether diehard petrolheads, motorsport fanatics or a new generation attracted by the celebrity of the drivers - inside the world of F1.
The platform is designed to allow those individual fans to engage in different ways, and so the identity is
purposefully flexible, able to adapt and cater to diverse content and audiences across the globe, with the grid system holding many different types of content.
The identity uses the language of gaming to transport fans into an infinite world of F1, giving then unique access to varied content, enhancing their overall experience of the brand by allowing them to personalise it, and unlocking the greatest sports and entertainment spectacle in the world.
Team:
Dean Field
George Lewis-Jones
James Ramsden
Eleanor Potter
Rob Allen
Ben Gale
Josh Payne
Andy Donald
Patrick Lawlor
Ed Fergusson
F1 Unlocked
Taking fans inside F1
Coley Porter Bell (2023)
As Formula 1 has repositioned itself to a Media and Entertainment company, with a desire to ‘Deliver
the world’s greatest sports and entertainment spectacle’, it has sought ways to bring a much broader
range of people into the sport.
Initiatives like Netflix series ‘Drive to Survive’ had gone a long way to increase interest, and now their task was to keep those new fans engaged and excited. ‘F1 Unlocked’ is the latest initiative launched by the
brand to connect with this rapidly growing fan base. It has been developed to provide an exclusive membership experience for all F1 fans, new and old. Aiming to bring fans closer to the sport they love, F1 Unlocked is a unique loyalty experience.
We developed an immersive brand identity and design system that brings F1 Unlocked to life. Built as a natural extension to the F1 brand, we created an identity that puts every user - whether diehard petrolheads, motorsport fanatics or a new generation attracted by the celebrity of the drivers - inside the world of F1.
The platform is designed to allow those individual fans to engage in different ways, and so the identity is
purposefully flexible, able to adapt and cater to diverse content and audiences across the globe, with the grid system holding many different types of content.
The identity uses the language of gaming to transport fans into an infinite world of F1, giving then unique access to varied content, enhancing their overall experience of the brand by allowing them to personalise it, and unlocking the greatest sports and entertainment spectacle in the world.
Team:
Dean Field
George Lewis-Jones
James Ramsden
Eleanor Potter
Rob Allen
Ben Gale
Josh Payne
Andy Donald
Patrick Lawlor
Ed Fergusson
Aston Martin
Intensity. Driven.
Superunion (2022/23)
The new brand and creative platform ‘Intensity.Driven.’ is designed to capture the human emotion of the driving experience, and data visualisation is a key ingredient in the new brand expression we created. It supports Aston Martin’s renewed focus on the performance and innovation of their cars, whilst ensuring stand out in the ultra-luxury market.
Our writing combined authentic information – from statistics and car data to qualitative research – with emotive copy designed to evoke the driving experience.
We captured the speed and decibel data of an Aston Martin Valkyrie, and the heart, brain & pupil data of an engineer in the car. Generative visualisations bring all the data to life and combined with evocative copy and expressive art direction, powerfully communicate the intensity of the experience.
The biggest shout out to the amazing @tomtytherleigh
Team: @samuel_ally@radford44@adamsefton@sneal7@georgebradshaw@pierskomlosy@lucyejoness@leanne_kitchen@klempett Anton Fimaier Jeremy Down Tom Fisher @azanzico@tom_______t Christine Richter @edpescetto@alex.g.u.e.v.a.r.a@lifeattobii
Aston Martin
Intensity. Driven.
Superunion (2022/23)
The new brand and creative platform ‘Intensity.Driven.’ is designed to capture the human emotion of the driving experience, and data visualisation is a key ingredient in the new brand expression we created. It supports Aston Martin’s renewed focus on the performance and innovation of their cars, whilst ensuring stand out in the ultra-luxury market.
Our writing combined authentic information – from statistics and car data to qualitative research – with emotive copy designed to evoke the driving experience.
We captured the speed and decibel data of an Aston Martin Valkyrie, and the heart, brain & pupil data of an engineer in the car. Generative visualisations bring all the data to life and combined with evocative copy and expressive art direction, powerfully communicate the intensity of the experience.
The biggest shout out to the amazing @tomtytherleigh
Team: @samuel_ally@radford44@adamsefton@sneal7@georgebradshaw@pierskomlosy@lucyejoness@leanne_kitchen@klempett Anton Fimaier Jeremy Down Tom Fisher @azanzico@tom_______t Christine Richter @edpescetto@alex.g.u.e.v.a.r.a@lifeattobii
Aston Martin
Intensity. Driven.
Superunion (2022/23)
The new brand and creative platform ‘Intensity.Driven.’ is designed to capture the human emotion of the driving experience, and data visualisation is a key ingredient in the new brand expression we created. It supports Aston Martin’s renewed focus on the performance and innovation of their cars, whilst ensuring stand out in the ultra-luxury market.
Our writing combined authentic information – from statistics and car data to qualitative research – with emotive copy designed to evoke the driving experience.
We captured the speed and decibel data of an Aston Martin Valkyrie, and the heart, brain & pupil data of an engineer in the car. Generative visualisations bring all the data to life and combined with evocative copy and expressive art direction, powerfully communicate the intensity of the experience.
The biggest shout out to the amazing @tomtytherleigh
Team: @samuel_ally@radford44@adamsefton@sneal7@georgebradshaw@pierskomlosy@lucyejoness@leanne_kitchen@klempett Anton Fimaier Jeremy Down Tom Fisher @azanzico@tom_______t Christine Richter @edpescetto@alex.g.u.e.v.a.r.a@lifeattobii
Evri
A living logo for every parcel, person and place.
Superunion (2022)
Evri is the new name and brand for Hermès, the UK’s largest dedicated parcel delivery company. A business that delivers more than 700m parcels for 80% of the UK’s top retailers to millions of customers all over the country, and powered by a 30,000-strong workforce of fleet drivers.
We created a new name, brand and visual identity to reflect a new customer-centric business strategy powered by technology and embedded in the community. A brand that captures the diversity of its customers and people, a brand that is for everyone, everywhere.
Working with Evri’s team and partners and our own creative tech team, we utilised Superunion’s new proprietary design technology, which enables brands to create innovative digital experiences and build meaningful connections with their audiences.
Together with @bymonotype we designed a generative tool that allowed the brand to create 194,481 bespoke logo artworks to be used for Evri’s brand estate and delivery fleet. A new identity that would quite literally be the brand for everybody.
Each character (A-Z) is designed to be stylistically different - every typographic character from A-Z was given 20 OpenType alternate glyphs. By using a generative design tool, rarely seen at this scale, allows every member of the Evri delivery team to design their own unique logo to take pride and place on their uniforms and fleet. A brand that both pulled together its people and respected their individuality simultaneously.
By applying technology and digital art, and connected to data, the tools enable brand owners to generate limitless creative assets in record time, within the parameters of their brand identity, giving them creative control, and a platform to express their creativity, over their own brand.
Team: @evridelivery@holster Mark Wood, @mazmurdoch Matt Boffey @bymonotype@pde.me@jessicatinmotion
Evri
A living logo for every parcel, person and place.
Superunion (2022)
Evri is the new name and brand for Hermès, the UK’s largest dedicated parcel delivery company. A business that delivers more than 700m parcels for 80% of the UK’s top retailers to millions of customers all over the country, and powered by a 30,000-strong workforce of fleet drivers.
We created a new name, brand and visual identity to reflect a new customer-centric business strategy powered by technology and embedded in the community. A brand that captures the diversity of its customers and people, a brand that is for everyone, everywhere.
Working with Evri’s team and partners and our own creative tech team, we utilised Superunion’s new proprietary design technology, which enables brands to create innovative digital experiences and build meaningful connections with their audiences.
Together with @bymonotype we designed a generative tool that allowed the brand to create 194,481 bespoke logo artworks to be used for Evri’s brand estate and delivery fleet. A new identity that would quite literally be the brand for everybody.
Each character (A-Z) is designed to be stylistically different - every typographic character from A-Z was given 20 OpenType alternate glyphs. By using a generative design tool, rarely seen at this scale, allows every member of the Evri delivery team to design their own unique logo to take pride and place on their uniforms and fleet. A brand that both pulled together its people and respected their individuality simultaneously.
By applying technology and digital art, and connected to data, the tools enable brand owners to generate limitless creative assets in record time, within the parameters of their brand identity, giving them creative control, and a platform to express their creativity, over their own brand.
Team: @evridelivery@holster Mark Wood, @mazmurdoch Matt Boffey @bymonotype@pde.me@jessicatinmotion
Evri
A living logo for every parcel, person and place.
Superunion (2022)
Evri is the new name and brand for Hermès, the UK’s largest dedicated parcel delivery company. A business that delivers more than 700m parcels for 80% of the UK’s top retailers to millions of customers all over the country, and powered by a 30,000-strong workforce of fleet drivers.
We created a new name, brand and visual identity to reflect a new customer-centric business strategy powered by technology and embedded in the community. A brand that captures the diversity of its customers and people, a brand that is for everyone, everywhere.
Working with Evri’s team and partners and our own creative tech team, we utilised Superunion’s new proprietary design technology, which enables brands to create innovative digital experiences and build meaningful connections with their audiences.
Together with @bymonotype we designed a generative tool that allowed the brand to create 194,481 bespoke logo artworks to be used for Evri’s brand estate and delivery fleet. A new identity that would quite literally be the brand for everybody.
Each character (A-Z) is designed to be stylistically different - every typographic character from A-Z was given 20 OpenType alternate glyphs. By using a generative design tool, rarely seen at this scale, allows every member of the Evri delivery team to design their own unique logo to take pride and place on their uniforms and fleet. A brand that both pulled together its people and respected their individuality simultaneously.
By applying technology and digital art, and connected to data, the tools enable brand owners to generate limitless creative assets in record time, within the parameters of their brand identity, giving them creative control, and a platform to express their creativity, over their own brand.
Team: @evridelivery@holster Mark Wood, @mazmurdoch Matt Boffey @bymonotype@pde.me@jessicatinmotion
