Building a fashion-led Formula One identity across car launches, liveries, campaigns, and global communication.
Role: Creative direction, brand identity development, campaign concept, visual direction, livery concept development, launch storytelling.
Scope: Formula One team identity, seasonal car launch concepts, communication framework, visual rollout, content direction, campaign assets, livery-related creative development, fashion-meets-motorsport brand expression.
Case description: Following the transition from Toro Rosso to Scuderia AlphaTauri, the challenge was to create a distinctive identity that connected Formula One® with the world of premium functional fashion. The work focused on building a consistent brand world across team communication, car launches, visual campaigns, liveries, and content. It needed to feel credible in motorsport while opening the door to a more fashion-driven and lifestyle-oriented expression.
Selected contributions
- Developed creative concepts for Formula One® car launches and seasonal rollouts.
- Helped shape the visual identity and communication framework of Scuderia AlphaTauri.
- Worked on livery-related creative development and visual presentation.
- Created campaign and content directions connecting motorsport, fashion, and performance.
- Supported the evolution of the brand across digital, social, launch, and event communication.
- Value: A long-term brand system that helped position Scuderia AlphaTauri between Formula One®, fashion, and lifestyle — creating a more distinctive visual and narrative world for the team.
