Objective
To create a look and feel for Fusion Lounge, a high end hospitality area targeting well-off F1 fans who like a party as much as their racing.
What was involved?
Persona development
Moodboard Creation
Concept development and proposals
Digital illustration
Creative Process
We created an ideal persona deck to identify the target customer for Fusion Lounge. This covered 3 different types as examples of typical guests, highlighting their demographic group, interests, car ownership, location, career, holidays and media preferences.
Once these were outlined, and understanding the positioning of Fusion Lounge as a high-end hospitality offer with a party atmosphere at the British Grand Prix, the moodboards couldbe developed. Using a variety of image references, from walling textures to colour palette, as well as artistic inspiration, a deck was produced to gain approval from the key business stakeholders.
Capitalising on the trend for digital illustration, the winning idea focused on hand drawngraphics of some of the most iconic and recognisable F1 drivers of that year. All 3 British drivers were featured, and also the world champions who were racing that year. Each image was produced with a burgundy and grey tone, to match the lounge colour scheme. To differentiate each driver, a tertiary colour from the brand palette of their team was applied in the background, so Charles Leclerc was next to the yellow from the Ferrari colours, Lewis Hamilton was alongside the Petronas blue (one of Mercedes F1’s headline sponsors).
Results
As guests arrived, the impact of the large scale illustrations was immediately visible with the Hamilton portrait at the reception desk. Each area was zoned with a different driver, actingas a backdrop for the variety of facilities and attractions, from display cars to catering stations.
