ABB Formula E - Case study
Visual framework
Scroll ↓
In 2018, ABB - the world technological leader in sustainable solutions - partnered with Formula E as the Official Title Partner of the electric racing championship to highlight the central importance of sustainability in our daily lives and demonstrate the benefits of e-mobility to a global audience.
The entire project was built from the ground up, from identifying the target audience and communication channels to designing touchpoints, customer journeys, and developing a visual language that enhances the overall experience.
The Challenge:
More than a race, more than a corporate image
The challenge was clear: How to incorporate the emotional racing spirit of Formula E while remaining true to ABB’s core technological brand?
Solution:
Empower the partnership by sharpening the visual structure
To enhance the ABB FE partnership, a brand has been superstructure created that emphasizes the team spirit of passion, innovation, high emotion, and sustainability. This additional layer adds immense value and creates engaging communication.
The Outcome:
Visual identity + experiential design
The goal was to ensure a cohesive and captivating partnership experience across all touchpoints. To achieve this, it was important to take a holistic approach. The visual identity of the partnership was customized to suit a range of contexts, including advertising, architectural and interior design, and immersive digital and interactive spaces.
Typography
The sporty and dynamic style of typography refers to the character of the event. It takes ABB brand expression to another level. A detailed system has been created in the form of a Toolbox to precisely determine how and where to use specific typographic styles.
Imagery
The existing, subdued ABB photography style has been complemented with an additional vivid colour correction style (featuring elements of red) and a sterile technological rendering style, emphasizing the company's character.
Key visual & Promo film
Showcar branding
Over the course of 5 seasons, special ABB liveries were created for the successive generations of race cars - Gen2 and Gen3, as well as a special livery for the Porsche Taycan, a partner of ABB and the supplier of the safety car.
Promo visuals
The poster series concept enables flexible mixing in ABB offices, based on department, space, or theme.
The series consists of: ABB ambassadors - to emphasize human element, Clean car and charger details - to highlight the technological aspect, Race photos - to refer to emotions accompanying the racing.
Teamwear
As a part of enhancing visibility on the track and fostering a team spirit among VIP customers, we designed special ABB teamwear. This clothing was developed in alignment with ABB’s sustainability strategy, using recyclable and sustainable materials. It features a sporty and pragmatic design, paying close attention to detail.
ABB Driver of Progress Award
ABB Formula E drivers are experts in energy-efficient racing, but one individual truly stands out in this elite group by leveraging strategic vision to gain the most positions. This exceptional skill is recognized and celebrated with the ABB Driver of Progress Award.
The concept of energy recuperation and its cyclic nature is symbolized by the infinite circular shape of the Möbius Strip, serving to emphasize this key aspect.
Social media
We developed a significant portion of our communication materials in both animated and static formats specifically tailored for social media platforms, such as Instagram and LinkedIn.
Merchandising
The line is dedicated to all those who seek adventures in big cities. It includes essential items that may turn out to be helpful during an intense race day. The objective was to curate a collection of practical and long-lasting products, all while maintaining a strong focus on sustainability.
Print materials
While the primary objective was to minimize the number of printed files, we did create a few occasional prints to commemorate the most distinctive races and the partnership. These prints served as memorabilia for ABB’s loyal customers. Also were featured as print magazine ads.
Responsibilities:
Project architecture & planning
Concept development & design
Art and Creative Direction
Team:
Designers: Justyna Baytel, Mohammad Dorcheh, Dominika Fedko, Maria Gumulak, Gabriela Hukałowicz, Agnieszka Stawowczyk, Karolina Kłos, Marcin Krokosz, Jonatas Poltronieri, Magdalena Paleczna
3D Modeling: Gerard Mosquera, Andrzej Piechota, Jerzy Sulikowski, Tomasz Świerczyński, Dmytro Spliukhin
Motion Design: Anthony Blackhood, Tomasz Głodek, Artur Knapik, Weronika Kuc
Photographers: Joao Filipe, Germain Hazard, Adam Pretty
Agencies: TBA - E-village, Optimade - Race Club, Hidden - Virtual Event, WWP - Event branding, Pielle Italia -Teamwear, Innovation 1st - Merch, Brand Addition - Merch