Following Formula E’s 2022 rebrand, I led the creation of a motion system to bring the identity to life across all touchpoints. The aim was to build a flexible framework that expresses the speed, innovation and energy of the sport.
At the centre is the Torque Loop, a core brand asset designed as a shorthand for Formula E. Built as an inherently animated three dimensional form, it captures electric acceleration and creates a distinctive, recognisable visual without relying on the logo.
I developed a suite of logo animations and a broader motion toolkit to ensure consistency across broadcast, social and campaign outputs. A set of motion states, Reason, Race and Culture, define how the brand behaves in different contexts while maintaining a cohesive visual language.
The system extends into fully procedural text and graphic templates, built to scale across Formula E’s global content output while retaining a sense of speed, precision and identity.
