F1® Experiences: Champions Club Brand Launch
Led by Taylor Brown, Creative Manager – In partnership with QuintEvents and Formula 1® Executives
QuintEvents, the official hospitality provider for Formula 1®, identified an opportunity to expand its offering with a new tier of premium race-weekend experiences. The goal was to introduce a hospitality brand that delivered world-class access and service at a more accessible price point—bridging the gap between exclusive paddock access and traditional grandstand seating.
Objective
To create a distinct and scalable sub-brand within the F1 Experiences portfolio that:
Embodied the prestige and excitement of Formula 1® while remaining approachable
Unified the on-site experience, digital presence, and marketing materials under one cohesive identity
Delivered a memorable, shareable, and immersive environment for global guests
My Role
Brand design – developed the Champions Club lock-up, color palette, and visual system aligned with F1 Experiences’ master brand.
Environmental creative direction – designed immersive branded panels, wayfinding, and hospitality assets to create a cohesive, photo-worthy atmosphere.
Cross-functional collaboration – partnered with marketing and event teams to ensure seamless integration across digital, print, and on-site touchpoints.
Production support – oversaw execution of graphics and event signage to ensure brand integrity across international venues.
Deliverables
Champions Club visual identity system and brand lock-up
Event signage, banners, and environmental branding
Digital and marketing templates for promotional use
On-site activation assets and guest experience materials
Impact
The Champions Club brand launched successfully and continues to serve as a top-tier hospitality experience at Formula 1 races worldwide. It established a distinct visual identity within the F1 Experiences portfolio and set the standard for premium, shareable race-weekend experiences.
Today, Champions Club remains one of Formula 1’s most recognized hospitality offerings—delivering a world-class experience that combines access, atmosphere, and brand storytelling in every market.
