The Driven by Words campaign was a collaborative project created by the Williams, Gulf, and CAA creative teams.
The campaign celebrated Gulf Oil’s rich motorsport heritage by engaging fans and inviting them to submit emotive words that expressed their feelings about the sport, the team, and Gulf Oil itself.
The brief was to design a livery that honoured Gulf Oil’s heritage while incorporating a contemporary typographic look and feel throughout.
My role was to bring the key visual to life by designing the livery, as well as supporting CAA with the creative direction of the campaign’s key visual.
The livery design was informed by extensive research into the Gulf Oil historic archive, celebrating 50 years since their Le Mans victory in the Mirage GR8. From this, I extracted the base colours and design cues and applied them across the FW47. Once the core livery was established, I explored the most effective typographic applications. It was essential that the typography appeared bold, yet did not distract from or conflict with the heritage-led aesthetic of the overall design.
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November 3, 2025
