Branding & Identity
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.
The Penthouse identity required a level of confidence and luxury that their audience respected 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.