Scuderia AlphaTauri

Where fashion precision meets Formula One® performance.

CHALLENGE: Following the 2019 rebrand from Scuderia Toro Rosso to Scuderia AlphaTauri, the task was to build a completely new identity for the Formula One® team. The goal was to merge motorsport performance with fashion-level aesthetics and position the team as the most design-driven name on the grid.

IDEA: We developed a bold, minimal brand identity that mirrored AlphaTauri’s precision and elegance. From launch communication to seasonal activations, the creative system unified car, apparel, and narrative into one coherent visual world—establishing a team presence that felt both fast and refined.

ROLE: Led creative development and direction for the brand identity rollout. Defined the communication framework, look and feel, and designed, in collaboration with different stakeholders, the annual Formula One® car liveries: one of the most intricate and rewarding creative challenges.

OUTCOME: A globally recognized identity that positioned Scuderia AlphaTauri as a bridge between fashion and Formula One®. The design language has become an integral part of the team’s distinct presence on the F1® grid.