We created our own brand concept for motorsport racing team NUOVA and their transition into the Formula E series. The purpose of this exercise is to show how branding fundamentals can be applied to companies involved in the motorsport industry.
With a history in the ABB FIA Formula E Championship dating back to the very first race, the Italian-based team clinched its first win in the 2019 Hong Kong E-Prix. The electric car maker also holds the electric land-speed record, set with the NU-66 in 2016.
Founded by the NUOVA Automobiles owner Valencia Mateo, the team has competed in the all-electric series since the inaugural season in 2014. After four seasons without a win, the team celebrated its first victory in Hong Kong after securing the top step of the podium in a fraught race on the Harbourfront. The team finished its most recent season in eighth, one place below its standing at the end of the 2017/18 season.
NOUVA struggles with engaging with new younger motorsport fans. They feel like their current brand identity positions themselves as an amateur race team and need to convey the legendary motorsport pedigree and talent within the team. They are missing new opportunities to connect with the newcomers taking an interest in the new Formula E franchise and want to capitalise on the growth and success on the Formula E brand, taking the sport to a new level.