Amlin Aguri

A forward thinking aesthetic for the new Formula E team

Pangaea was challenged to create a unique look and feel for the Amlin brand within racing. The context was to use Amlin’s title sponsorship of the Amlin Aguri Formula E Team. The first step of this process was to design the flagship brand touchpoint; the car’s livery.


Pangaea immersed itself in the Amlin brand, its values and took time to speak to key stakeholders to distil exactly what they were trying to achieve from the title sponsorship. We worked closely with Amlin Aguri to see what would make the livery not only a standout piece of design, but also a practical solution for the team to transport and apply at remote race locations throughout the Formula E season.


The stats speak for themselves. In the Current-E online poll the Amlin Aguri livery took 40% of the votes for the fans’ favourite livery with almost double the votes of its nearest competitor.


Pangaea continues to work with Amlin Aguri, developing the brand in both the race team environment covering elements such as the pit garage and racing suit design and also in internal activation to engage Amlin employees.

We briefed Pangaea to design a livery that showcases Formula E as a new and forward thinking racing series. The guys did a magnificent job creating an elegant yet exciting race livery that not only reflects Amlin’s brand values but also positions Amlin Aguri as a leading team in Formula E, even before the season has started.
— Ferry Spijkerman, Commercial Director, Amlin Aguri Formula E Team
The Pangaea team responded superbly to the briefs we set; where creativity, founded on relevant experience with a genuine ability to deliver were crucial. I would additionally praise them for their collaborative nature and the added value they brought to our project.
— Cameron Webb, (Former) Group Brand Manager, Amlin Amlin are the title sponsor of the Amlin Aguri Formula E team