GENESIS MAGMA RACING
Working as the sole graphic designer, I developed and implemented the complete digital visual identity for Genesis Magma Racing's new Hypercar programme ahead of its debut in the FIA World Endurance Championship (WEC). Tasked with creating the team's creative direction for the 2026 racing season, I designed a cohesive graphics package that reflected Genesis' premium brand values through a clean, minimal and confident visual style, allowing the design to speak for itself.
Throughout the season, I produced a full suite of race weekend graphics, ensuring a consistent visual identity across every event. This included driver announcements, schedules, qualifying and race results, podium celebrations and other digital content required throughout the championship.
Beyond race weekend content, I designed a range of promotional materials, including autograph cards, press packs and other branded assets to support media activities and fan engagement. Working across both digital and print, I ensured every piece of artwork maintained the same premium aesthetic, helping establish Genesis Magma Racing's visual identity as it prepared to enter endurance racing's highest level.
Race Poster Direction
The race poster series was designed around a clear and consistent creative direction that reflected Genesis Magma Racing's premium, understated identity. Rather than relying on complex illustrations or heavily layered graphics, the concept used the bold colours and geometric forms of each host nation's flag as the foundation of every design. These elements were integrated with dynamic imagery of the Hypercar, creating a collection of posters that felt clean, modern and instantly recognisable while giving every race its own unique character.
This approach allowed the posters to celebrate each country on the FIA World Endurance Championship calendar while maintaining a cohesive visual language throughout the season. By combining strong composition, purposeful use of colour and minimal graphical elements, the series achieved the refined and striking aesthetic Genesis envisioned allowing the car and the design to speak for themselves without unnecessary complexity.
24 Hours of Le Mans
The 24 Hours of Le Mans represented the biggest creative campaign of the season and marked Genesis Magma Racing's first appearance at endurance racing's most prestigious event. To celebrate the occasion, the team wanted to create a bold visual identity that stood apart from the rest of the championship. While the season's graphics had followed a predominantly monochrome colour palette, Le Mans provided the opportunity to introduce the vibrant orange and red accents from the team's special event livery. I redesigned the existing graphics package to incorporate these colours across every creative asset, ensuring a consistent campaign that reflected the significance of the event while maintaining the premium Genesis aesthetic.
The campaign extended far beyond race weekend social media content. I produced a complete suite of bespoke creative assets, including race weekend graphics, promotional material, autograph cards and two exclusive race posters, all designed to celebrate Genesis' Le Mans debut and create memorable content for fans both at the circuit and online.
The first poster paid tribute to the iconic Steve McQueen Le Mans film poster, reimagining the classic design with André Lotterer as the central figure. Combining photography with illustration, the artwork captured the look and feel of the original while celebrating one of Genesis' lead drivers ahead of the team's historic first race. The poster was produced as a limited print and distributed to fans throughout the event, becoming a commemorative piece for Genesis' debut at Le Mans.
The second poster took a more playful approach, recreating the famous Baby Driver movie poster as part of a wider campaign that included a shot-for-shot recreation of the film's trailer featuring the Genesis Hypercar. The campaign gained significant traction across social media, attracting attention well beyond the motorsport audience, with Edgar Wright, the director of Baby Driver, liking and sharing the team's content. It became one of the standout moments of Genesis' Le Mans campaign, demonstrating how creative storytelling could engage audiences far outside the traditional world of endurance racing.
Away from the creative campaign, Genesis Magma Racing's first 24 Hours of Le Mans was also a success on track. With one of the team's Hypercars reaching the chequered flag, the event marked an important milestone for the programme, making it a memorable achievement both creatively and competitively.