As a founding and only Indian team of Formula E, Mahindra needed help driving stand-out in the paddock, in the minds of motorsport fans and, critically, in the eyes of potential corporate sponsors.
The narrative for Formula E as a sport seemed to be missing what people love most about motorsport. The raw thrill of racing. The emotions. The personalities. The guts and glory. These are the world’s most technologically advanced racing machines taking on the world’s most iconic cities. It should feel like the future. But instead somehow it felt sterile and predictable.
Everything the sport seemed to lack, Mahindra as a team had in spades. They are what the sport needs. Unreserved, unadulterated passion for racing alongside the precision and excellence of engineering. All teams have the technology, Mahindra has the colour, charisma and creativity.
We created a bold new look and feel and memorable tone of voice that brought Mahindra’s vibrant personality to life. Shifting the dial from loveable challenger, to the team that brings the passion, excitement and emotion to Formula E. Where the quietness of the cars is balanced by Mahindra’s boisterous charisma and visceral power.
We jolted people out of their apathy for the sport, by driving the color and personality back into it –– confirming Mahindra’s place as not just the greenest team, but the most colourful team.
Formula E would be dull without them.
