Liam Lawson (L30)
Liam Lawson faces the limelight after being selected to drive for Red Bull in the Formula One.
We (Myself & Harris Keenan [Illustrator] were tasked to create a quick-fire turn around brand for Liam, practically a week out from his Grand Prix performance; The brief was to take a 'nod' to Liam as a bold personality, with multiple avenues of interest to offer over simply just being a Formula One driver.
The challenge was to formulate a brand that had the duality to work in professional setting for Formula One, and also stay a quintessential reflection of himself and his other passions; including music, streaming, merchandise label and social media.
He was fixated on the idea of creating a character to represent him, malleable to change for his multiple pursuits.
Following suit of his cheeky demeanour, youthful presence, left-field style & his authentic self; he’s not afraid to show who he really is. The pink hat, menacing race-style and devilish smile were signature pillars for getting this direction across.
Before we built out this brand foundation – Lawson chose to head in a different direction which was built off the basis of a character he use to draw all throughout his childhood.
We took his character, made some slight variations and housed it into a logo. Currently he is running this logo in Formula One; I love how it carries an energy completely different from the other racers. It's a disruption to the 'tired' cookie cutter sports logo model .