When Bahrain International Circuit (BIC) was awarded the FIA Institute Centre of Excellence in 2007 for providing outstanding levels of safety, the circuit was also given the honour of hosting the prestigious annual FIA Summit, that year entitled ‘Medicine in Motor sport’. Stemming from our indepth understanding of both the BIC and the FIA Institute, we were asked to create a visual identity and core messaging for the event that would strike a harmonious balance between these two powerful brands. The ensuing identity and visual language drew inspiration from the various synergies of speed, precision and technological advancement between medicine and motor sport.
This was supported by the visual representation of a ‘pulse’ through a supergraphic device that aimed to express a sense of dynamism and life-force. The resulting identity was not only captivating, but flexibile and versatile to enable it to be applied to an extensive range of pre-event and on-event communications including: welcome packs, registration cards, stationery, promotional flyers, posters, website, an animated backdrop to guest speakers and ultimately, a full dressing of the venue. Working closely with a Bahraini-based events company, we had to ensure that every aspect of the summit was considered to ensure consistent delivery of our compelling message - from the moment the invitation-only delegates entered the building, right through to the post-summit activities.