Australia’s 3rd largest attended and 4th most watched television sports event, V8 Supercars has launched a new positioning and contemporary brand identity created by branding and design agency Hulsbosch.
The Hulsbosch brand and visual identity reflects the V8 Supercars business growth strategy and successfully communicates an ability to cut through as a populist brand with a broader appeal for current and future fans.
Hulsbosch pursued vigorous consumer testing and contributed to research groups across Australia. An online survey and extensive key stakeholder interviews provided a detailed and in-depth understanding of the evolution of the sport.
The research and insights revealed a clear set of attributes and values for the brand – extreme energy, visually stunning, teamwork, respectful, relentlessly progressive, passionate – that have all been carefully integrated into the creative outcome. These reflect how V8 Supercars is perceived as one of Australia’s most physically challenging sports with elite athletes engaged in brutal combat, driving the world’s toughest racing machines.
Hans Hulsbosch, executive creative director, Hulsbosch, said: “An unforgettable and exhilarating race experience, touring car’s new icon colouring of ‘red’ displays a notion of fast and furious speed. Thrilling trackside showdowns are represented in the curvature of the ‘S’ and combines with a signature of intensity to drive through the ‘esses’. From the side positioning, the ‘C’ represents the strategic-thinking and power of the V8 Supercars Championship. Primarily the unique brand is a reflection of the courage of our Australian-based speed heroes.
“The ‘SC’ moniker is a simplified identification and will generate a genuine presence as a stand-alone icon for the sport, developed as an enduring brand to stand the test of time.
Similar to successful identifiable icons Hulsbosch have created for Woolworths, Masters, Rebel and Qantas.”
V8 Supercars CEO James Warburton said: “The time is right for a striking and dominant identity as we head to the next phase for the sport, on and off the track. V8 Supercars is dynamic, aggressive and intensely competitive. The sport needs an identity that represents these characteristics on a global stage.”
Before the first calendar race in February 2015, the V8 Supercars rebrand will be integrated into all corporate and marketing collateral, events, digital, sub brands and special programs; including the Dunlop V8 Supercars Championship.
Hans Hulsbosch, Executive Creative Director
Jaid Hulsbosch, Director
Phil Wadewitz, Designer
Emma Stone, Senior Account Director
Elena Ghatt, Senior Account Manager
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]