Our brief was to complete a total repositioning and rebrand of this British icon. Once a disused airfield and now host to world-class events such as the British Grand Prix, Moto GP, live music events and more, Silverstone wanted to preserve its rich history while embodying its forward-thinking spirit.
We developed the brand’s strategic foundations to respect these roots and create a compelling personality that will inspire generations to come. With the launch of new ventures such as a family friendly museum, a Hilton hotel, residences and a conference and event space, Silverstone wanted to become known globally for so much more than just the F1.
Upon visiting the estate, we noticed the inconsistency of the branding across the site, with different logos, fonts and styles. A key priority was making everything feel consistent and part of the Silverstone world.
Taking Silverstone through an extensive strategic process, we fully immersed into the business, attending events, interviewing internal and external stakeholders and conducting group workshop sessions to get under the skin of the brand. Using these insights, we completed a full brand repositioning exercise, articulating our findings into a brand compass to set the future direction.
We wanted to create an identity as iconic and recognisable as the track itself. With this in mind, we crafted a custom typeface with the internationally renown font specialists FontFabric. The font was inspired by the bends and curves of the famous track, along with a bespoke suite of iconography inspired by the angles of our icon to aid wayfinding on site and online.
The brand identity draws on the sensorial experiences around every corner and promises to exhilarate visitors of all ages. Situated in the heart of the country, Silverstone has been known as the home of British motorsport since 1947. Now more than a track, the rebrand sets Silverstone apart as a place for visitors to be moved in more than one way. Designed to ignite the emotions of everyone from conference goers to those getting behind the wheel, our work matches the bold ambition of Silverstone.
With an extremely loyal fan base, and upcoming events that put Silverstone on the world stage, before launching the new brand we wanted to be absolutely certain that the new visual and verbal brand identity would resonate with both new and existing audiences. As such, we completed a series of focus groups and online surveys to test the various elements of the brand. Through this testing, we gained invaluable feedback and were able to both refine the creative and mitigate any business risk.