To create a brand world and design system to work alongside the newly formed strategy. Initially this would through a brand book which would then ultimately inform the delivery of a new website, OOH campaign and ongoing social marketing.
First and foremost the 90 page brand book would set the tone for all of the subsequent creative. A multi-functional brand system was created around the brand assets lovely named 'the road' and 'the stage'. Together they would create a distinctive platform that would really hero the main attractions, the cars!