CREATIVE DIRECTION - FORMULA 1 LAS VEGAS GRAND PRIX BRAND

More than a year before the inaugural Las Vegas Grand Prix in 2023, I helped define the event's visual identity from the ground up. Working closely with a design agency, I established a creative direction that captured the unique character of Formula 1 racing on the Las Vegas Strip at night—blending themes of speed, neon, luxury hospitality, entertainment, and forward-looking technology into a distinctive brand unlike any other on the Formula 1 calendar. The identity debuted at the official Launch Party one year before the inaugural race and became the foundation for the event's integrated marketing campaign. I led the rollout across key visuals, advertising, and partner-specific creative, ensuring a cohesive brand experience throughout every touchpoint. While the visual language has continued to evolve over subsequent years, its original vision and core creative principles remain at the heart of the Las Vegas Grand Prix brand.