Despite being a formidable force in an up-and-coming class of formula racing athletes, Hunter Yeany recognized that the road to Formula 1 would depend on more than pure performance. Preparing to enter his first full FIAF3 season as a free agent, I partnered with Hunter and his team to build a personal brand that would elevate him as an athlete and inspire relevance beyond the sport’s traditional audiences.
How might we fuse domestic heritage with global appeal to establish a personal racing brand that ignites interest, transcends the track, and fuels Hunter to lead the next generation of Formula athletes?
Reorienting our brand focus from what we drive to what drives us, we crafted a global strategy that defined fresh cultural paradigms, experiences, and opened the door for a new wave of collaborations, fandoms, and brands to enter the world of Formula racing.
Sports, Lifestyle, Entertainment
Things We Did
Brand strategy + positioning
Value proposition design
Copywriting + messaging
Visual identity design
Website design + development
People Who Helped
Julian Rotondo | Creative direction + design
Ethan Suero | Web design, development + experience
Malik Emmanuel | Photography + video
Dutch Photo Agency | Photography
Signed as an FIAF3 driver with Campos Racing
Global modeling contract with Wilhelmina
National partnership with the Navy SEAL Foundation
Aside from small pockets of interest, it had been decades since F1 in America was revered with the same popularity and nationalism that it received on the global stage. Heading into the next phase of his professional career as an independent FIAF3 athlete, Hunter was one of four American drivers competing for the support of scouts, sponsors, and spectators. With world-class performance as a given for any athlete, Hunter needed to demonstrate value beyond the track through a salient personal brand that would resonate with enthusiasts and rally the interest of casual American fans.
To deepen our understanding, we looked at the evolution of motorsports across the globe and explored varying levels of fandom. We took note of how each was manifesting in today’s societies and found that the surface-level indifferences presented in American audiences were being underpinned by deep-seated dichotomies in culture and ideals. Ultimately, the tenets that attracted F1 aficionados were the very same that escaped everyday Americans—who were not only failing to see F1 in their cities and on their screens but failing to see people like themselves in F1.
Tapping into the same spirit of ingenuity and defiance that molded motorsports in America, we anchored Hunter’s brand in the notion of realizing and pursuing personal ambition. This enabled us to reframe the landscape of Formula racing and propose a revitalized definition of its athletes, brands, and fans, as well as provoke new ideas about who they could be. With our new strategy in place, we developed a full visual identity system and web experience, then guided Hunter, his team, and their extended partners through a series of physical and digital brand activations.
You can wait for change to happen—or we can drive it together.Let’s Talk