Renault

Shaping a winning brand

Renault

Shaping a winning brand

We joined forces with the Renault F1 team to create a brand that would take them from the back of the grid to World Champions in three years.

Each season, we delivered a refreshed brand that reflected their fast-paced success. From media packs to websites, the evolving brand always reflected Renault’s purpose – to own the racetrack, everywhere they go.

We joined forces with the Renault F1 team to create a brand that would take them from the back of the grid to World Champions in three years.

Each season, we delivered a refreshed brand that reflected their fast-paced success. From media packs to websites, the evolving brand always reflected Renault’s purpose – to own the racetrack, everywhere they go.

The business of speed

Attracting sponsorship is the lifeblood of every F1 team. In a sport where the smallest margins count, the team with the biggest budget always has a head start.

Quick wins

Renault brought us in for the 2002 season. The same year, they set their sights on winning the Constructor’s World Championship – the biggest prize in motorsport. Together, we achieved that goal in 2005 and again in 2006.

RF1
From blue
to orange

In 2007, Renault announced a new main sponsor in the shape of ING Bank. This resulted in a new livery for the cars and led us to overhaul the team’s brand identity.

Designed to perform

Our original brand concept celebrated the speed and science of Renault F1. Designs emblazoned with the iconic colours of the car’s livery were given technical overlays to tell the unseen story of engineering prowess. 

Ways of working

Before each season, we took a ‘clean’ car into the studio and shot it from every conceivable angle. Our designers then superimposed sponsors’ logos onto the imagery, which often changed right up to the last minute. Today, we would use 3D modelling to achieve the same result in less time.

Skills we used
  • Creative strategy
  • Design and photography
  • Experience architecture
  • Development consultation
  • Animation
  • UX
“The relationship between Six and RF1 lasted six incredible years, working closely together to help the team rise to the pinnacle of motorsport.”