They Build the Track, We Build the Brand
Formula 1 is the world's premier class of auto racing – it's a global brand with passionate fans and massive appeal. Formula 1 United States is currently building the first purpose-built track in the U.S. and, in doing so, needed everything – a name for the racing facility, a brand identity, and a full suite of creative elements to support the brand launch.
Once selected as Formula 1 United States' agency partner, Exopolis developed an array of core brand elements. The brand's values, position and essence were defined, and a name was developed – "Circuit of The Americas" – that encompassed the millions of racing fans in both North and South America.
With a Brand Guide now in place, a logo was created, in addition to a website, social media platforms, videos, email campaigns, and a variety of print elements. The Circuit of The Americas brand has been embraced worldwide by Formula 1 fans and has proven to be a powerful tool for business development and marketing. And we're only on the first lap, stay tuned for more great work.