Aus GP

Tempo

Aus GP

Defining a dynamic path forward for the Formula 1 Australian Grand Prix

Melbourne is a city defined by momentum. Its culture is layered and dimensional, its energy fluid and ever-changing. Like F1 itself, it thrives on freedom, openness and the constant push to go further. The Australian Grand Prix became the canvas to express this spirit, reframed as more than a race but a reflection of Melbourne in motion.

Working with the Australian Grand Prix Corporation, we developed a new brand platform, Expect Nothing Less. In collaboration with the internal creative team, we built a design system that empowered them to bring the identity to life across every event requirement. The visual theme captured the dynamic essence of Melbourne in Motion — a city on the edge of the world, always pushing the limit. Inspired by airflow, fluid corners and the city’s unique cultural energy, the system symbolised perpetual movement and translated seamlessly from campaign direction and outdoor to event branding and digital activations.

The result was a dynamic brand system that embedded the Grand Prix into Melbourne’s cultural fabric with distinction, ensuring the experience matched the ambition of both the city and the sport.

Melbourne is a city defined by momentum. Its culture is layered and dimensional, its energy fluid and ever-changing. Like F1 itself, it thrives on freedom, openness and the constant push to go further. The Australian Grand Prix became the canvas to express this spirit, reframed as more than a race but a reflection of Melbourne in motion.

Working with the Australian Grand Prix Corporation, we developed a new brand platform, Expect Nothing Less. In collaboration with the internal creative team, we built a design system that empowered them to bring the identity to life across every event requirement. The visual theme captured the dynamic essence of Melbourne in Motion — a city on the edge of the world, always pushing the limit. Inspired by airflow, fluid corners and the city’s unique cultural energy, the system symbolised perpetual movement and translated seamlessly from campaign direction and outdoor to event branding and digital activations.

The result was a dynamic brand system that embedded the Grand Prix into Melbourne’s cultural fabric with distinction, ensuring the experience matched the ambition of both the city and the sport.