Saudi Arabian Grand Prix – Forumla 1

In a sport defined by iconic host cities, Jeddah needed to claim its own space. For its 5th anniversary, we set out to define a distinct identity—transforming the Jeddah Grand Prix into a standout, world-class fixture on the F1 calendar. In a circuit of legendary host cities, Jeddah needed a milestone identity—one that transformed it from just another race into a distinct, world-class destination.
To address this challenge, we crafted a brand system that anchors the race in a 'sense of place,' bridging the gap between elite sport and local culture. By blending Jeddah’s coastal landscape with modern Arabic calligraphy and a bold green palette, we created a high-impact identity that is authentically Saudi. This visual language moved away from generic motorsport tropes, instead using the fluid lines of calligraphic art to mirror the high-speed, 27-corner flow of the Jeddah Corniche Circuit.
The project was executed across the 6.175 km track—the fastest and longest street circuit in Formula 1. The identity was integrated into over 20,000 square meters of specialized track art and immersive fan zones. This strategic effort culminated in the Formula 1 STC Saudi Arabian Grand Prix 2025 being named "Best Event Spectacle" at the 2025 F1 Promoter Awards. As reported by the Saudi Gazette, the event was recognized as the top experience for fans, winning for its thrilling atmosphere, top-tier musical acts, and engaging fan activities.
This 5th-anniversary campaign solidified Jeddah’s reputation for technical prowess and cultural prestige. By celebrating five years of racing on the Red Sea, the project successfully transitioned the event from a newcomer to a permanent, indispensable pillar of Vision 2030. Through this "retold" lens, the Saudi Arabian Grand Prix has claimed its rightful place among the world’s most elite sporting spectacles, proving that Jeddah is no longer just a stop on the calendar, but a destination with its own unique racing DNA.