CUPRA KIRO RACE CO
Working as the sole graphic designer, I created and implemented a complete digital visual identity for the CUPRA KIRO Formula E Team throughout Seasons 11 and 12 (2024–2026), producing everything from race weekend graphics and social media content to commercial and promotional assets. The identity had to successfully combine the bold, performance-driven character of the CUPRA automotive brand with KIRO's own team identity, creating a cohesive visual style that felt authentic to both brands.
Evolving Visual Identity
The race poster direction evolved significantly between Seasons 11 and 12. As a new team to the Formula E grid, Season 11 focused on establishing CUPRA KIRO's identity through a style that combined illustration with photography, creating visually engaging posters that introduced the team while drawing inspiration from each host city and event. This approach helped build recognition and laid the foundations for a distinctive visual language.
By Season 12, the team had developed a much stronger identity and reputation, allowing the creative direction to evolve into a bolder, more fearless style. Moving away from the mixed illustration and photography approach, the posters embraced striking imagery, dynamic compositions and high-impact visuals that reflected the disruptive, rule-breaking attitude CUPRA KIRO had become known for. Each design was created to capture the energy of its host location while reinforcing the team's confident challenger mindset and instantly recognisable brand identity.
Campaigns & Brand Collaborations
Alongside race weekend content, I was responsible for creating a wide range of campaign graphics throughout both the Formula E season and the off-season. These campaigns often required dedicated creative concepts that extended beyond the team's standard visual identity, delivering impactful announcements, commercial activations and promotional content.
One of the standout campaigns during Season 11 was the announcement of the largest investment in Formula E history, welcoming a high-profile group of investors to the team. The campaign centred around the involvement of Idris Elba, using his profile as the focal point of a cross-platform launch that generated significant attention across digital and social media.
Throughout Seasons 11 and 12, CUPRA KIRO also partnered with major global brands including MARVEL, Disney and Amazon Prime to promote upcoming film releases. These collaborations required bespoke race posters and supporting social media graphics inspired by each film, while carefully balancing the identities of both brands. Every campaign involved close collaboration with external marketing teams and a detailed approval process to ensure all creative work met both the sponsor's brand guidelines and CUPRA KIRO's visual identity.
Season 11 also saw the introduction of Formula E Evo Sessions, a brand-new championship initiative that was treated as a major campaign in its own right. I developed a complete suite of creative assets to support the event, producing race weekend-style graphics, promotional content and digital assets that maintained consistency with the team's wider visual identity while helping establish the new initiative.