Australian Grand Prix - Campaign Concept
Overview
A self-initiated, end-to-end concept campaign exploring how the Australian Grand Prix can bridge the high-octane energy of Formula 1 with Melbourne’s iconic cultural identity.
To test cross-platform scalability and design system efficiency, I developed a complete campaign framework from a promotional landing page layout to print assets focusing on visual storytelling, brand consistency, and asset modularity across digital and physical touchpoints.
Industry
Sports
Entertinment
Date
November 2018
My role
Designer
The Story & Design Challenge
Capturing the Energy of Melbourne
The Australian Grand Prix is more than just a motorsport event; it’s a landmark celebration of Melbourne culture.
The goal of this concept was to explore how a unified visual language could connect local fans with global motorsport culture. By anchoring the creative concept around Melbourne's iconic Flinders Street Station and pairing urban street photography with high-contrast graphic overlays, the project establishes a localized narrative for the grand prix experience.
Design Approach & Process
Strategic Exploration: Researched Melbourne urban iconography and F1 brand guidelines to balance authentic local culture with global motorsport energy.
Layout & Typography Hierarchy: Developed flexible grid structures and typographic rules to ensure readability across high-density promotional material.
Visual Direction & Art Curation: Curated and edited urban photography to create an authentic, street-level Melbourne aesthetic.
Modular Design System: Built a scalable asset library allowing hero visual elements to seamlessly adapt across digital landing pages, print ads, and editorial magazine spreads.
Landing Page
Magazine
