Introducing the new kid on the f1 circuit. Our goal was to develop the brand connection for team Lance Stroll. A driver relatively unknown but about to hit the big stage with Williams.
Our insight was clear; the next few years for Lance were going to be years of change. From F3 to F1 all eyes will be on the 'new guy'. So we knew we wanted to create a brand that evolved with him. For those that did know the name, only really knew his racing and his family background. Therefore we unlocked the Racer and the Man to show the true DNA of a formula 1 driver.
creating a monogram –
'a brand not yet complete' - this thought carried through into the monogram. The disconnected 's' added movement and intrigue whilst serving our purpose of an ever evolving brand. The italisised nature of the mark and the cut angles hints towards the race circuit and the aerodynamic shape of the car.
telling the story —
to build brand lance we create social content and proposed hot topics for his social calendar.
I spent two days with a film crew and photographer to capture lance in training mode. In turn this create content for galleries and two hero video showcasing the racer and the man.