Going off the beaten track
World Rally Championship
Reengineering the brand world for WRC
Since its peak in the 1970s, The FIA World Rally Championship had become increasingly neglected and was seen as one of the last great under-exploited sporting properties.
Our challenge was to redefine WRC as a distinctive and contemporary global sports entertainment brand. 23red were appointed to overhaul the brand, commissioning us as strategic design and creative partners to help bring the identity to life.
From iconic brand logo, bespoke typefaces, tone of voice and new design system to the photography and videos of the action, we unified the whole of WRC’s brand world.
While this work is well over two decades old, it’s still going strong today! Still distinctive. Still consistent. A blueprint for how any brand should operate if it wants to endure for the long-term, in motorsport or beyond.
“While there have been tweaks and evolutions of the years, the foundation of the brand looks as distinctive as ever. Seeing the teams on the podium last season, it’s hugely satisfying to think that we played a part in the evolution of such an iconic and exciting brand.”
