Having successfully launched the NextEV NIO Formula-e Team in season two of the FIA's all electric single seater championship we looked to completely rebrand the team for the 2016/2017 season.
With the complication of the NIO brand launch taking place two races in we evolved a clean and simple identity that reflected the master brand and team vision of 'born to redefine'. We created a complete visual identity system that covered team and car livery, pit garage, social comms, content capture, website and a fully installed LED digital pit garage in Hong Kong at the first race of the season.
- Brand Strategy
- Moving Image
- Digital Strategy
NextEV NIO 700R
The livery was simply born to redefine. After having a very successful delivery of the 2nd season's car and garage in the Formula E Championship we knew where we needed to improve for season 3 from a brand and sponsorship perspective.
A 'driver identifier' was also created for both sets of cars, to clearly identify which driver was which, painting the roll hoop of the chassis, wing mirrors and spine of the powertrain cover.
The digital wall is the physical embodiment of the NextEV NIO Formula-e Team. Conceived as a full garage wrap around LED wall and installed in a custom designed garage layout designed by Interstate, it immediately became the key differentiator from the other Formula E teams.
Combining real time data visualisation, TV broadcast and branded content, it displays 10hours worth of content and presents a user reactive view into Formula E and encourages social interaction between the fans & the team.
Alive by Our Colour
The NextEV NIO Formula-e Team colour palette has become the foundation of the teams' approach to colour. With blues becoming part of the electric automotive colour range and greens hybrid, it was key for the team to own a new fresh racing colour.
The teal was chosen as the primary racing colour and as a reference to the 'blue sky coming' of the master brand. A clean cool grey was used to reflect the technical and innovative nature of the team which was offset with the driver's national colours.
Team Website Expression
The NextEV NIO Formula-e Team website expression was designed to give users access to the vast amount of Formula E data and information on the team leading up to and post race.
Working in collaboration with the NIO team, we designed a fully-responsive storytelling experience of how human and machine work together to compete in such an innovative racing championship. A key feature, the Racehub, dynamically displays relevant data throughout the race weekend, including live race start countdowns through to cultural facts and race results, as well as archived content from seasons 1 & 2.