Delivering a global branding & signage program for the ABB FIA Formula E Championship
Formula E has just concluded its 5th season in spectacular style, with DS TECHEETAH driver Jean-Eric Vergne crowned its first back-to-back champion. The thrilling all-electric racing series, which took place over 13 races at 12 cities across the globe, garners extensive global coverage.
Having successfully delivered end-to-end consultancy and branding programmes for the four previous seasons of the ABB FIA Formula E Championship, we worked to enhance each race’s Look & Feel, adapt it to every location and address Formula E’s key objectives. With the growing audience and popularity of electric street racing series, our team stepped up to deliver a monumental branding programme, and thereby improving brand exposure, raising value for sponsors, and enhancing the overall fan and visitor experience.
Project Overview
Look & Feel
In preparing the stage for each event, precision, detail and efficiency are of the utmost importance, since Formula E circuits are built in the streets of the biggest and busiest cities. Therefore, a complete transformation of the environment is necessary within just a few hours of each race.
Thanks to the tireless efforts of our dedicated team, that worked around the clock, we delivered a comprehensive Look & Feel Program for each race – including full track signage, podium branding, wayfinding solutions, media signage, sponsor branding, and more. From a technical standpoint, this comprised, for each race, up to 7km of sponsor track branding, 12km of fence scrim, 35 wayfinding structures and over 200 wayfinding signs, 6 high profile media backdrops, 20 fabric frames, as well as bespoke branded bridges and gantries.
Logistics
With the series spanning 12 cities, our team employed great logistical and management skills to guarantee success and product quality. Our work ensured the highest quality control to meet all sponsor brand guidelines, as well as closely monitoring size and finish to create consistency across all products.
Sustainability
Additionally, as leaders of sustainability within the sports and events industry, we assembled a standard kit of parts containing reusable structures and products. Most notably, we worked alongside Formula E to introduce a revolutionary and sustainable branding and trackside signage: a PVC-free product that is more friendly to our environment without compromising performance.
Outcome
Season 5 of ABB FIA Formula E Championship has been an overwhelming success with our team leading the way. Both the event organiser and sponsors were delighted as a bold identity was conveyed throughout each race, achieving an increased brand exposure and positive brand associations. Moreover, with viewership and attendance growing by the millions, fans from all over the world were able to witness a world-class, sport spectacle. For next season, the tension rises even more as Mercedes-Benz and Porsche complete the Formula E grid.
We successfully overcame many obstacles including a typhoon in Hong Kong, high winds and rains in Paris, and 30-degree heat and humidity in Santiago and New York. As a result of this season’s impeccable work and previous season’s successes, our team have now gained worldwide recognition as specialists in motorsport branding.
Working together with a trusted and credible supplier in CSM Live, the ABB FIA Formula E Championship has been able to deliver sustainable solutions for branding and trackside signage. Not only does the non-PVC material provide similar levels of strength and durability, each aspect has been carefully considered in order to fully limit its impact - from production line to re-use and recycling. Introducing new and innovative ways of branding allows the ABB FIA Formula E Championship to continue accelerating positive change in the events industry.
If you are interested in learning more or would like to see how we could help you enhance your event please get in touch.
