McLaren Shadow Project - Brand Identity

  • Lawrence Pearson
The McLaren Shadow Project is McLaren’s arrival at the intersection of real-world racing and gaming. The direct transference of skills used in motorsport gaming and real racing allows for McLaren’s esports team to exist as a virtual racing program that shadows its real-world equivalent.
The Shadow brand has been born of a desire to create something non-McLaren, to fill the negative space of McLaren’s primary brand with something dark and mysterious.