Grand Prix Events

Brand Identity development for a Formula 1 ticket retailer

Grand Prix Events is a world leading provider of premium F1 experiences and is the go-to company for Grand Prix race tickets, as well as premium hotels, after parties and behind the scenes access.

Lead time:
4 Weeks
Sport & Leisure
Target Type:
B2C & B2B
Affluent Sport Enthusiasts
Brand Identity, eCommerce Website, SEO

The brief

Our brief was to evolve the brand identity, creating a look and feel that would appeal to their target customer.

Having identified an opportunity to diversify into other sports, Grand Prix Events also challenged us to extend the brand so they could enter new sporting markets.

Racing car
Branded clothing design
Car brand design
Grand Prix Events brand guidelines
GPE logo design


We refreshed the Grand Prix Events logo to create a premium look and feel.

GPE logo variations

Logo variations

We extended the brand identity to enable Grand Prix Events to target new sporting events.

Branded race track design


We created a dynamic brand with animated and interactive elements. The movement elevates the digital brand and reflects the fast pace of Grand Prix Events.


Branded website mock ups

Colour palette

Our team evolved the existing colour palette, introducing new focal colours and supporting palettes. We also selected a new typography and broadened the application of brand patterns and shapes.

Daniel Bois, Grand Prix Events

“From start to finish Plug & Play were always on hand to support us throughout. Deadlines and the proposed budget were met. I would highly recommend working with the Plug & Play team of experts.”

The website

We redesigned the Grand Prix Events website to showcase the new brand. The goal was to increase sales by generating more traffic and converting more visitors into customers. The website increased conversion rate by 111% and revenue by 22% within the first 6 months after launch.

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