In 2009, as Formula 1 headed towards its diamond anniversary the global economy was in free-fall and with it, the entire value chain of what big companies invested their money in.

Formula 1's usual diet of global brand partners and glamourous locations was running well but there was a growing feeling that the sport was not communicating its provenance and value as well as it might.

Unsurprisingly Formula 1 was not immune and sensing he could better communicate its strengths, 'Bernie' asked us to develop something that would capture the sport's unique heritage and leverage its value and relevance to business leaders around the world.

Shaping this piece was not going to be easy - nothing like this had ever been done before. Print, probably. Substantial, stylish and comprehensive, yes. Content and theme, to be decided. And, in true Formula 1 style, everything should be bespoke, high quality and inventive. No simple task, but F1 is anything but simple and Bernie never easy to please.