F1 Unlocked
Visual Identity, 3D, Motion, Sonic
Agency: Coley Porter Bell
At the beginning of the 2023 season, Formula 1 launched 'F1 Unlocked' – a new immersive fan membership programme designed to turn fans into fanatics by deepening the intensity of their fandom and encouraging a long-term and profitable relationship with the brand.
Built as a natural extension of the F1 brand, we created an identity that goes beyond just unlocking F1 — a design system that transports fans, taking them inside the world of F1, immersing them in a familiar, yet new brand experience.
The platform is designed to allow fans to engage in different ways, and so the identity is purposefully flexible, able to adapt and cater to diverse content and audiences around the world, with the gridded mesh holding many different types of content. The identity uses the language of gaming to transport fans into an infinite world of F1, giving them unique access to varied content, enhancing their overall experience of the brand by allowing them to personalise it and unlocking the greatest racing spectacle in the world.
Since launch, the new programme has surpassed expectations with new fan growth 12% above target, and vs. F1’s previous programme we’ve seen opt-in rates skyrocket by 33% and the percentage of the audience considered ‘engaged’ rose by 12%.
