Electric-powered motor racing Formula-E had been struggling to gain ground on its more longstanding competitor Formula 1. In research, Formula E’s eco credentials were apparently not proving to be a draw for motorsport enthusiasts.

Branding agency Prophet decided instead to focus on the fact that Formula E races on the streets of some of the world’s major cities. The urban environment thus became the inspiration for a new positioning and visual identity. “We worked to dramatise the urban, gritty side of this motorsport to make it more relevant to a younger generation and mainstream audience of enthusiasts, translating the spirit of the evolved Formula E and its city street racing into a more contemporary visual identity,” Prophet say.

View all the winning work from The Annual 2018 here.

Entrant/Design Studio: Prophet. Creative Director: Gregg Finlay. Design Director: Pete Cutler. Senior Designer: Ronan Horan. Formula-E Head of Design: Steven Aspinall.