Concept Summary

After a highly successful era in classic motorsports, Audi has managed to tackle the challenge of the new Formula E series with flying colors. At FIA Formula E Berlin ePrix, Audi presented their brand identity and electrified solutions to the visitors, among them many families and children, creating a distinct connection between Audi e-tron and Audi Sport. The design by PLANWORX allowed for the needs of the heterogeneous target group with a large variety of interaction opportunities. After the 2018 setup included a prototype of the brand’s first fully electrified series model, in 2019 the Formula E platform was used to promote the actual launch of the Audi e-tron. 2019 saw another first: the communicative combination of the worlds Audi e-tron and Audi Sport, with their respective proprietary design language. PLANWORX’s task was to combine these worlds by addressing their varying target groups plus the formula E fans through an attractive, brand-consistent and digital setup.