The Electric Odyssey

Extreme E

Extreme E is a radical new racing series, which will see electric SUVs competing in extreme environments around the world which have already been damaged or affected by climate and environmental change.

The global voyage highlights the impact of climate change and human interference in some of the world’s most remote locations and promotes the adoption of electric vehicles to help preserve the environment and protect the planet. The series is set to revolutionise motorsport and sports entertainment.

Interstate was appointed as Extreme E’s official Creative Partner in May 2019.


  • Brand positioning
  • Brand identity
  • Master brand design
  • Digital design
  • Livery design
  • Brand launch

Challenge / Strategy

A start-up radical motorsport series with a resounding message for change, targeting both motorsport and documentary audiences – our challenge was to build the brand embedding purpose, clear market positioning and a visual and experiential identity that could stay true to its founding ethos.

At the same time Extreme E had to establish a global media platform to showcase e-SUVs in rugged and hostile terrains and entice brands and partners to join forces in Extreme E’s bold mission.


Interstate developed a robust and compelling brand proposition informing an identity concept around the globally recognised ‘X’ symbol for hazard and caution.

The ‘X’ is used to indicate issues of concern or man-made destruction that lie ahead - this warning sign is placed at the heart of the Extreme E logo and offers a window to areas of the planet that are under threat. It is positioned between two reflected ‘ ‘E's', representing ‘Extreme’ and ‘Electric’.

The brand’s feature colours include green and black, symbolising a contrast of climate threat against hope and a feeling of collective responsibility for the planet’s future. The brand identity also provides an expression for each of Extreme E’s events, which visually represent their unique environments. A structured and progressive messaging plan has been launched and begins with #ElectricOdyssey.


We have built a brand which is multi-dimensional: progressive, confident and driven (as a force for good) ensuring Extreme E is equipped to be both a crucial storytelling platform on matters that affect our world, as well as laying down the foundations of a brand new sport and technology platform.

Extreme E has already attracted global media interest following the launch of 'Odyssey ’21' at the Goodwood Festival of Speed producing >70M potential readership from 571 articles and with Greenland, Amazon and other location announcements assembling: >2,500 articles from 75 countries. On social the 'Odyssey ’21' launch created 35M social media impressions, with four months of further planned engagement on Instagram increasing followers by 741%.

With the latest announcement of the drivers programme, a roster of world-class drivers have signed including Sébastian Ogier, Kevin & Timmy Hansen, and Jamie Chadwick. Broadcasting and commercial partners are coming on board as Extreme E is proving each day that it is a persuasive force for change.