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 and considered critical to success.

F1'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 quality and value.

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

The sport's commercial development had always relied upon Bernie's acute ability to marry opportunity with demand, a function he has fulfilled with unparalleled success but after 60 years F1 was ready to tell its story.

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.

To begin with we undertook an extensive research task: studying facts and happenings, reading articles and interviews and watching videos - then vectoring imagery with key dates, stories and developments. Face-to-face interviews in Europe augmented with conference calls from Australia to Bahrain, Canada to Singapore helped form the script - in 'Post-Its'.

Our preliminary work identified a number of key messages: Formula 1 the 'sport' and Formula 1 the 'business' have coexisted since its formation. Funding their passion had been as equal a challenge as their racing and inspired Enzo Ferrari and Colin Chapman alike - to build 'customer' cars to fund their racing ambitions. Being businesslike was engineered into F1 from its beginning and one of the reasons it offers such an effective and powerful platform to brand owners around the world.

This fact combined with a proposition based on global network, frequency and community formed the concept for 'The Power of Formula 1'.

The design of the prospectus, a 'monocoque' containing two books which provide an account of the Sport (white) and the Business (black), had to capture the charm of the early years whilst also capable of reflecting the polished precision of the modern era. To illustrate the books some of the sport's richest archives and most talented photographers helped us to create an impression of authenticity and dynamism. Each book details Formula 1's fantastic story and tells how the sport has shaped the business and the business driven the sport to greater levels of popularity.

As the 2010 Championship opened in Bahrain and Formula 1 celebrated its 60th Anniversary season with a powerful expression of intent. The document contexualises the truly heroic young men who raced in far more dangerous times - often paying with their lives, the entrepreneurs who made racing their businesses and the venues that have become globally recognised. Its development as a sport is only rivaled by its alter ego, its activity as a business.

They say be careful what you dream for and for the team at Interstate there were moments. But the final product, nearly a year in the making is an exceptional piece and one that we are extremely proud to have been trusted with. Thanks Bernie.