Born out of my passion for motorsport, and the gap in the formula 1 market for young fans who keep the sport’s spirit alive.

A close-up of a booklet cover with the title in pink text on a dark green background, reading "A Visual Report By Alaw Evans" and related to the societal impact of the intersection of fashion, sport, and culture.

Project Aim / objective / brief

This was the final major project of my degree, the objective was to identify a problem within an area we are passionate about, and develop a solution based on research and trends.

Project approach

The project approach involved a thorough examination of the Formula 1 merchandise market, sports marketing trends, and the influence of luxury fashion in sports. Primary research with Formula 1 fans was conducted to confirm existing gaps in the market and identify the problem.

Project result

The project resulted in the successful development of a range of affordable merchandise tailored for the target demographic, addressing identified gaps in the Formula 1 merchandise market. Additionally, a limited edition publication was created, showcasing fan memories and stories to emphasize inclusivity within the Formula 1 community. The collaboration with Art of Football effectively engaged 18-25 year old female fans while maintaining the exclusive appeal of Formula 1.

Skills
Photography, illustration, re-touching, graphic design, presenting

Multiple printed brochures and booklets on a gray surface, with headlines about fashion and case studies, featuring images of people and text about Formula 1 racing, research findings, and industry insights.

Project research

The initial phase of this project was finding a problem within my chosen area, which was formula 1. Deep diving into the current formula 1 merchandise marekt at every market level, the overall sports marketing space and the infiltration of luxury fashion in sports. This exposed some gaps within the formula 1 merchandise market, which I then confirmed with primary research with F1 fans. This identified the problem, which allowed me to go on and develop ideas to address the issue. Multiple avenues were explored and then tested with the consumer, and based on feedback from the consumer I selected the Art of Football collaboration to continue to develop.

I presented the initial research and problem statement as a pitch to explain the direction of my project before starting the 3000 word visual report and developing and strategising the solution.

Open magazine or brochure showing pages about current market, featuring images of athletes and racing gear, with sections titled 'Current Market' and 'Form', highlighted with pink tape.

Understanding the current market and forming ideas through creative and methodical idea generation strategies.

Person holding open book or magazine with the question "What does the cosmos want?" on a page, with a plain light background.

Understanding what the consumer wants through primary research and idea testing

Open magazine pages displaying colorful collage artwork, text, and images related to art, design, and testing and refining creative projects.

Utilising creative idea generation techniques, including harnessing the power of ‘play’ and generating creative mock ups of ideas to test with the conusmer

Project strategy, idea and creative concept development

With a clear understanding of the identified problem, the project strategy focused on engaging overlooked segments of Formula 1 fans, particularly 18-25 year old females, through the development of affordable merchandise with a style that transcends traditional masculine aesthetics. The creative concept celebrated the multifaceted culture of Formula 1 fans beyond fast cars, serving fans seeking stylish and inclusive products that reflect both their personal style and their love for the sport. Other ideas we’re tested with the consumer, however this collaboration resonated with them the most, considering the current market and external drivers.

Person holding an open colorful informational magazine or brochure titled "The Final Concept" above a plain light gray surface.

The creative concepts developed for this collaboration.

Person holding open magazine displaying a two-page spread with colorful images and text, against a plain light gray background.

Closer look at alternative lock ups, for alternative concepts.

Six illustrated Formula 1 race cars in different colors and sponsorship livery, arranged in a vertical line.

Each car was digitally illustrated by me, based on the 2023 F1 cars and teams

Outcomes

Visual Report, Fan publication, Merchandise collection, Social and OOH campaign, Launch event.

The project culminated in the creation of a range of affordable merchandise tailored for the consumer, designed and illustrated by myself. This merchandise addressed the identified market gaps and was accompanied by a limited edition publication featuring fan stories, memories, and art prints, with the aim of celebrating the fans and the value they bring to the sport, as well as the value the sport brings to their lives. To promote this collaboration, I proposed a launch event and a targeted social media campaign, engaging the Formula 1 community and amplifying the message of inclusivity and accessibility of this collaboration.