PlanetF1 Rebrand 🏁 PlanetF1 is one of the world’s leading independent Formula One media platforms, established in 1999 and part of the Planet Sport Group. Known for its global audience and trusted race coverage, it delivers breaking news, analysis and live weekend reporting to millions of F1 fans worldwide. I led the rebrand and wider visual overhaul of the platform. Working closely with key stakeholders, I drove the research and discovery phase before designing and presenting a refreshed identity system built to position PlanetF1 as a modern, digital-first brand for Formula One audiences. The identity needed to feel fast, precise and unmistakably connected to the sport, while elevating the platform’s presence within an increasingly competitive sports media landscape. It also needed to support high-frequency publishing across news, live coverage and social content. The final identity introduces a new icon inspired by the Formula One “mini-map”, acting as a directional system to reflect speed, positioning and race tracking. Supported by updated brand guidelines and enhanced motion capabilities, the system creates a more dynamic and consistent visual language across digital and social platforms, strengthening PlanetF1’s presence as the sport moves “On the Grid”.

The rebrand feels fast without relying on obvious racing clichés. The system has enough energy for live coverage and enough structure for trusted analysis.

Good design should survive compression.

Most design isn’t experienced inside a perfect presentation.

A logo becomes a tiny profile image. A visual system becomes one social post. A landing page gets three seconds of attention. A thumbnail competes with twenty others.

If an idea only works when every detail is visible, the idea may not be strong enough yet.

I keep returning to three questions:

• What is the first thing someone needs to understand? • Which decision makes this unmistakably the right brand? • What can disappear without weakening either?

That’s why I value systems over isolated assets. A clear type hierarchy, deliberate color role, and repeatable visual language can move from a website to an ad, package, or thumbnail without losing its identity.

Polish earns attention. Consistency builds recognition. Clarity makes both possible.

What would remain recognizable about your brand if everything unnecessary were stripped away?

The three questions read like a design brief distilled to its studs. Which one do clients push back on hardest, probably 'what can disappear' since that's usually where scope creep gets exposed before it happens?