The Opportunity
We began working with Formula One Management in 2018 as consultants to support the delivery of official fan zones at races around the world. After growing our relationship through event operations and audience engagement projects, our remit expanded in 2022 to include fan-facing branding and wayfinding.
Our role was to support the design, production and installation of event signage and branded infrastructure across key European Grand Prix circuits — helping improve crowd flow, site navigation and the overall event atmosphere.
The Work
We worked directly with Formula 1 promoters and print partners to deliver full-scale branding and signage rollouts. Our involvement covered everything from fingerpost signage to large-scale scrim, ensuring a clear, consistent and premium visual experience for spectators.
Key elements included:
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Design of custom branding kits per event
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Fan wayfinding signage and directional planning
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Printed assets from toblerones to stage banners
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On-site installation and derig coordination
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Collaboration with local promoters and suppliers
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Theft-prevention measures and secure installation solutions
The Highlights
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Delivered branding and wayfinding across multiple major European races as part of the Formula 1 season
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Rolled out a multi-event branding kit system to streamline consistency and simplify approvals across race locations
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Developed a robust process to minimise branding theft and ensure cost-effective reusability across events
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Delivered fan-focused signage that improved navigation, crowd flow and safety at live events
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Managed a print-ready asset library to speed up approvals and simplify race-specific planning
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Supported F1’s commitment to a premium, consistent brand presence at all public-facing touchpoints