Designing an identity for the best in Formula 1® hospitality.
The Penthouse
Branding & Identity
2021
The Penthouse is a premium hospitality suite at the Melbourne and Singapore Formula 1® Grand Prix. Designed for The Tom Barker Group, the team delivering once-in-a-lifetime experiences every week, Tom brought us on board to bring his vision to life. This vision is an exclusive Formula 1® event where guests could network and indulge in local culinary luxuries.
Our role was to craft an identity that showcases a level of confidence and luxury that The Penthouse attendees respect and expect while building intrigue and desire.
When we started working with Tom, he needed an identity to match his big plans for The Penthouse. It was important that the identity felt familiar to the clientele (expensive, luxe, premium) while also being unique in the Formula 1® hospitality space. We kept the identity clean and sharp, with confident type usage and exciting imagery.
We acknowledge and pay our respects to the traditional owners, storytellers, creatives, and sovereign custodians of the land on which we work and rest, the Wurundjeri Woi-wurrung People of the Kulin Nation. We extend our respect to their Ancestors and all First Peoples and Elders.
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