Building a fashion-led Formula One identity across car launches, liveries, campaigns, and global communication.

Following the rebrand from Scuderia Toro Rosso to Scuderia AlphaTauri, the task was to build a new identity for the Formula One® team — connecting motorsport performance with the elegance of premium fashion.

Contribution: I led creative development across the brand identity rollout, defining the communication framework and look and feel in collaboration with internal and external stakeholders. 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.

Impact: A distinctive Formula One® brand world that positioned Scuderia AlphaTauri between motorsport, fashion, and lifestyle.