The FW44 livery is the jewel in the new Williams Racing 22 brand campaign. The design of the livery is made up of the contrasting diamond shape taken from the new brand creative pallet with the addition of vibrant flashes of electric blue and red detailing giving the car an exciting and new look whilst retaining the Williams spirit. We built the Diamond into our visual brand identity because historically the diamond represent strength, power and sophistication. This visual cue intern emphasizes and supports the Williams brand values in a simplistic visual form. The concept behind livery is a “smart livery” we call it a smart livery because the contrasting shapes accentuate the commercial real estate and partner branding across the car. This contrasting space also allows for an adaptable and flexible design making it simple to adjust for higher brand exposure, this in turn means that as the addition of new bands appear on the car the livery can evolve and adapt accordingly allowing for greater commercial control and higher commercial value while retaining its original look and feel.
My role was to work closely with the Williams senior board from brief to final production. I was responsible for designing the livery, livery production, design / art & creative directed all team collateral, Design of F2 and F3 liveries.
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Photography © Richard Pardon Photography
March 2, 2022
