When a professional racing driver comes to you with an idea of changing motorsport, what are you meant to say?
Motorsport is a community full of wealthy and connected people who sometimes lack in talent and skill meaning the naturally talented and quick drivers often find themselves without a chance to enter into the world.
The opportunity for Forseti was to set itself up in a space that has a real point of difference, so the challenge for Motus was to create a brand strategy that positions the brand in this space and clearly articulates the benefit to the audience.
Our brand strategy for Forseti positioned them in a space that nobody else was occupying, and helped them clearly articulate what they believe, what they stand for, and how the audience can benefit by joining.
Here are some of the key brand strategy components:
With the strategy in mind, we wanted to create a brand which was bold and iconic but at the same time looked a little bit different when placed next to typical racing brands. Forseti, is the Icelandic god of justice and reconciliation in Norse mythology. This is a perfect fit for a brand trying to change the balance within motorsport.
