Project Concept

Creating an identity for a Formula 1 fan club.

A1Fam is a community that organizes joint meetups and Grand Prix viewings for F1 across various cities in Russia.

The goal is to develop a visual identity for the club that sets it apart from others, attracts more people not only in Russia but also in other countries, and builds a strong community of Russian-speaking F1 fans.

Target Audience

The target audience is young adults aged 18–30, Formula 1 fans looking for like-minded friends to watch the Grand Prix with and who want to spend their weekends in an unconventional way.

These are potential consumers. Research indicated that 93% of them have the means to independently purchase merchandise, trips to races, karting sessions, and so on.

Competitors

Competitors include similar viewing clubs. Usually, they have less visibility and are not focused on making new friends. Their main emphasis is on watching grand prize events.

The main advantage of A1FAM is its friendly community and the opportunity to find friends and like-minded peers.

Brand Platform

Values Shared emotions, connections, teamwork, friendship
Personality Friendly enthusiast, emotional, relatable, active
Tone of voice Equal footing, like a fan with fellow fans, cheerful with a touch of humor

Future Project Components

1 The foundation will be social media assets that will impact brand recognition.
2 Materials for in-person viewings, such as cards for quests and mini-games, name tags, and presentation design.
3 Community merchandise—apparel for organizers, gift items for guests, etc.
4 An introductory video bumper featuring the logo.