In 2022, Oracle Red Bull Racing required a standalone visual identity for the Formula 1 Miami Grand Prix. With global attention on the race growing, the team's standard seasonal creative wasn't built to carry the weight of the event. A bespoke identity was needed that could speak to Miami specifically and work across every channel the team operated in.
Project Details
• Standalone event identity separate from seasonal team creative
• Custom mark designed as a deployable brand asset
• Extended across social templates, merchandise, and digital
• Aligned to existing Red Bull Racing brand infrastructure
• Delivered across fan-facing and commercial touchpoints for race week
Problem
The brief required something that could sit apart from the team's seasonal theme without losing the Red Bull brand. The identity also had to function as a deployable asset across existing social templates, merchandise, web, and broadcast, not as a one-off graphic that lived in isolation.
Solution
A bespoke mark and visual identity rooted in Miami's colour, energy, and culture. Designed to work as a standalone brand asset that plugged directly into existing Red Bull creative infrastructure. The identity extended across social, digital, merchandise, and fan-facing communications throughout race week.
