We delivered an end-to-end consultancy and branding programme for the FIA’s Formula E events for the second season in a row.
Formula E Season Three
Having successfully delivered the second season of Formula E in 2015/2016, Formula E wanted to build on this success further and significantly increase the growth of sponsorship revenue for the 2016/2017 season. Drawing on our expertise in delivering branding programmes and working with various stakeholders at major sporting events, we helped to define and deliver an improved branding strategy that addressed Formula E’s key objective to increase sponsorship revenue.
We identified four key ways to do this: additional conventional track branding, establish higher value branding locations, greater use of design to make sponsor branding more memorable and to differentiate it from other motorsport events and the introduction of new products and innovative technologies that can be sold at premium rates to sponsors.
Our creative studio collaborated with Formula E’s in-house design department to strategise and develop the brand identity, wayfinding and signage, as well as design an exciting Look for both TV viewers and venue spectators. This close working relationship ensured that all track side sponsor artwork that we created followed the guidelines provided and could easily be approved. It also guaranteed that a consistent and coherent Look was maintained across all standard and bespoke branding items. With the increased inventory of track signage and greater TV coverage of our recommended branding placement, each major sponsor was assured high quality exposure across each individual circuit. We created a standard Kit of Parts for Formula E that is re-usable at all events, which includes; branding for track side, the pit lane, over track, safety signage and flags, as well as general branding covering the e-Village, media and VIP areas, perimeter fencing, press conference staging and all event wayfinding. With the Formula E series running over nine venues in nine countries across four continents, logistical planning and execution is critical and we work closely with the championship’s chosen partners to plot the movement of the core Kit of Parts, while engaging with local suppliers in each location to supply last minute additional branding requests and items that are bespoke to each circuit.