NEOM McLaren
Electric Racing
NEEEEEEEOOMMMMMMM!!
In 2022, NEOM and McLaren joined forces to create NEOM McLaren Electric Racing. More than just a badging exercise, this is a partnership with purpose.
This partnership represents a fundamental alignment in ideals and goals between the two companies. Mclaren signed on to become a founding tenant at the Oxagon Research and Innovation Campus, where they will help to develop the talent of the future; bringing new tech, products and leaders to the world. This shared purpose inspired our creative execution of the team announcement.
With a very short deadline, no access to cars or drivers and a limited budget, we created a film and key visuals using rendered vehicles, stock and test footage combined with a voice-over about progress. The vehicles appear on an octagonal podium that represents Oxagon and NEOM. The film was shown at a launch event held at the McLaren Technology Centre and online. The art direction style and graphic language we created have been carried through to post-launch assets.
NEOM X McLaren.
The formula for the future.
For the 2023 race season, we created a new conceptual and graphic language for social and event comms. We started with the idea of chemistry and reactions and developed that into "The formula for the Future" an idea that likens NEOM and McLaren to parts of a formula for success. We demonstrated this visually through the collision of coloured chevrons and a release of energy that reveals the Formula E car. The colliding chevrons also form an X which represents the multiplier effect you have in high-energy reactions. High visual impact and legibility were key from the start, so we stuck with simple, bold colours and geometry to draw the eye in.
CD: Alex van Rensburg
GCD: Paula Amaral
CW: Damian Simor
AD: Alex Woodcock
Designer: Olga Angelaki