The Aston Martin Formula One team has collaborated with international agency Havas to unveil a new visual identity ahead of the 2023 season.
Coinciding with the launch of its new ‘challenger’ vehicle, the AMR23, the season-spanning concept ‘New Energy’ will define the team’s brand and visual direction across 2023.
Inspired by the team’s new, state-of-the-art Silverstone factory – the first such purpose-built facility for an F1 team in close to 20 years, New Energy was revealed at a star-studded launch event last night created by Havas’ Cake and presented by Sky Sports’ Rachel Brookes.
Customer experience agency Havas CX helia however took the creative lead, devising the overall concept alongside the new team and visual identity and fan engagement programme.
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“Since Aston Martin returned to the Formula One grid in 2021, Havas’ teams have been an extension of our own,” Aston Martin Aramco Cognizant F1 Team chief marketing officer, Rob Bloom said.
“This new identity captures the energy, passion and purpose of all those in our new factory and beyond, and was brought to life in dramatic fashion at last night’s AMR23 launch event, as we eagerly await lights out on what will be an historic 110th year anniversary for this iconic brand.”
New Energy’s brand presence will span a wide range of digital and physical touchpoints throughout the season, including AMF1 garage, motorhomes, trucks, Grand Prix VIP areas and collateral, website, social and CRM.
Havas CX helia executive creative director, Stuart Peddie added: “A good story has always played a central role in sport and fandom, and increasingly so in Formula One – just look at the success of narrative-driven properties like Drive to Survive and the skyrocketing interest and viewership of the sport itself.
“Aston Martin is one of the most storied teams in motor racing, but 2023 – with a new home, new car, new drivers, new talent and a growing fanbase – feels a particularly important and transformational chapter. Hence, ‘New Energy’ – which will literally run throughout the team all season.”
