F1® DRIVE

FORMULA 1® & TOTTENHAM HOTSPUR FOOTBALL CLUB

A unique and all-encompassing project, I had the responsibility of building out a full brand and visual identity for F1® DRIVE, the world’s first official F1® karting experience. In addition to visual identity, I also led on the concept and design execution of the interior spaces during the build and launch of the one-of-kind attraction .

It needed to look and feel like an F1® experience, yet stand on it’s own as an individual and recognisable entity. We had strength in the identity built for Tottenham Hotspur Stadium and wanted F1® DRIVE to reflect that as part of the destination.

F1® DRIVE opened it’s doors in February 2024 after almost a year of on-site fit-out and design work. The interior delivers an impressive and authentic F1® experience, in no small part due to the execution and translation of the brand through key customer touchpoints.

The brand is a marriage of F1® and Tottenham Hotspur Stadium elements. The patterns and colour palettes of each were considerately integrated to create a seamless unique identity for the stadium attraction.

The visual identity of the brand carried through from the interior to launch campaign and marketing assets. The attraction was officially announced to the public at the Formula 1® Aramco British Grand Prix 2023 at Silverstone.

Year

2023

Project Type

BRAND IDENTITY | GRAPHIC DESIGN | LAUNCH CAMPAIGN CREATIVE

Colour Palette

The F1® DRIVE colour palette was derived from a combination of F1® core brand colours and Tottenham Hotspur Stadium brand gradients. The intention was to reflect an authentic F1® experience whilst making the location a unique part of the brand identity. Considered integration of the respective palettes has resulted in a strong, identifiable look and feel that reflects the unique experience of F1® DRIVE.

F1 Abstract Pattern

Tottenham Hotspur Stadium Line Pattern

F1® Logo

Pattern

The F1® DRIVE base pattern was developed from a mix of F1® and Tottenham Hotspur Stadium brand patterns. This created a texture unique to F1® DRIVE but also recognisable in the balance of structure and colour for those familiar with F1® and the stadium.