Formula E: Reinvent the image of the all electric street racing to build a brand as strong as the product
Formula E, the all-electric street racing series, represents the motorsport’s brighter, cleaner future. However, while more than 300m people tuned in globally to watch a Formula E race in 2021, just 18% of people in key markets are aware of the series. Increasing this awareness represents a huge opportunity.
We created a multi-market and mixed-method research program to help reinvent the brand identity of Formula E. The ultimate aim: to communicate a distinct message, to move the brand forward and bring it to a new global audience.
This led to a rebuild of the entire brand identity. Formula E’s newest all-electric car – the Gen3 – was a roaring success at its May launch.
Our key brand recommendations that drove success were: develop a new logo, simplify logo architecture, expand brand colours and invest in imagery.
Impactful results
31m
impressions on
social media
39%
higher Y-o-Y earned
media coverage
+32
Net sentiment
Client trust
“I was impressed by the work carried out by We Live Context. They got the brief and what we were trying to do, they were flexible to our changing requirements and timelines and challenged appropriately”
Head of Customer Marketing
Formula 1
