A tight deadline was implemented to create the overall brand identity for the Formula E racing team.

 

The British Virgin Formula E motor racing team is under the ownership of the Virgin Group to compete in the electric racing series, FIA Formula E Championship.

 

Part of the initial brief was to work with the V and R to create a symbol that would represent Virgin Racing.  After a fair amount of development and discussion's with the client, the brief began to change. The identity gradually found its place as a wordmark logo. 

 

Once myself and the team had approval on the wordmark logo and colourways we were itching to develop this across the Virgin racing car, apparel, and advertising campaign. At Tapestry we were advocates for this concept to work seamlessly across every point we were asked to work on. We also had to create partnership presentation documents which were used to secure deals with blue-chip companies such as DS automobiles (manufacturing partner) and Hewlett Packard to name but a few.

 

Driven by Sam Bird and Jaime Alguersuari, the two machines will feature a specially designed ‘flying lady’ image, mirroring those that feature on Virgin planes and on the Virgin Galactic spaceship. As the lead designer on this project, I designed and art direction the flying ladies. ‘Holly’ is named after the daughter of Virgin founder, Sir Richard Branson, and ‘Bellie’ after Isabella Branson, the mogul’s daughter-in-law.