Australian GP reveals new branding ahead of 2025 Formula One season kick-off, via Bullfrog
As Melbourne gears up to host the first Formula One race of the 2025 season in March, the Australian Grand Prix has unveiled its new brand positioning, developed by independent agency Bullfrog.
‘Expect Nothing Less’ represents the sport’s ongoing evolution into a cultural phenomenon, with new brand strategy, system, and campaign work.
The agency collaborated with the Australian Grand Prix’s executive and creative teams to push the corporation into a new direction, with ambition to build excitement and get fans keen for the 2025 season.
“The most iconic events on the Formula 1 calendar have a strong and singular focus. Monaco is exclusivity, Monza is fired up by the Tifosi, Vegas is borne from the city’s indulgence, while Singapore has the night race,” said Mike Doman, executive strategy director at Bullfrog.
“For Melbourne, it’s everything we love about this liveable city that drives our race experience. Our goal was to reflect our city’s commitment to extraordinary and drive to push things right to the edge of what’s possible.
“Playing a role in defining something as iconic as the Formula 1 Australian Grand Prix for the next decade was a dream come true,” he added.
Lani Evans, division manager of brand at the Australian Grand Prix Corporation, said: “The event has undergone a tremendous evolution in recent years, as demand for tickets increases and our audience diversifies.
“With the current contract seeing Melbourne hosting the event until 2037, it was important we reflected our changing demographics and gave ourselves a platform to build on for the future.”
The new branding will roll out across all marketing, brand behaviours, and event design, as tickets to the 2025 Australian Grand Prix are on sale from Tuesday.
Credits:
Client: Australian Grand Prix Corporation
Creative: Bullfrog and Australian Grand Prix Corporation
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Of course their feet are off the brakes. They control the car with their hands!