Bringing electric motorsport to life through a dynamic design system.
Following Formula E’s 2022 rebrand, the brand only existed as static design assets. Everything had to be built from scratch to define how Formula E would behave and move across broadcast, social, and global campaign touchpoints without losing visual cohesion.
The core breakthrough was centered around the Torque Loop, an inherently animated, three dimensional form designed as a brand shorthand. By treating the Torque Loop as the foundational visual engine rather than relying on the static logo, it created a distinctive, instantly recognizable expression of electric acceleration.
The result was a flexible motion toolkit built around three distinct contextual states: Reason, Race, and Culture. Grounded by the motion logic of the Torque Loop, the system extends into fully procedural text and graphic templates designed to scale seamlessly across Formula E’s high volume global content output.