With 30 of the world’s leading brands as Partners, McLaren’s ongoing challenge is to engage and retain them – while also demonstrating the value of those relationships to potential new Partners. The company’s Formula 1 sponsorship management team wanted to show the full scope and appeal of Partnership to this very small, but commercially vital audience.
A dedicated new communications channel – created exclusively for Partners and to McLaren’s exacting standards – had the potential to really hold their attention, spark conversation, encourage a sense of competition, and revitalise these relationships. It could inspire the target audience to actively seek out, share, and discover content – rather than needing to push messages at them.
Role: Lead UX/UI Designer
Team: Dimith De Alwis, Tim Dobbs, Tom Staveley, Guy Hatton