Creative strategy and design

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MS&AD Andretti

Race team brand identity

Following a merger of Japanese firms Mitsui Sumitomo Insurance and Aioi Nissay Dowa, MS Amlin renamed as MS&AD and their presence in Formula E needed a complete overhaul to reflect this. MS&AD came to us to design a new identity for the racing team and a car livery, team clothing, race suits and team collateral to support it.
 

 

 

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The latest iteration of the team’s identity and livery is the most cohesive to date. Following the merger between Mitsui Sumitomo and Aioi Nissay Dowa and our close association with Andretti motorsport, we needed a new aesthetic that was sympathetic to all three brands’ history, legacy and values. With a reputation for having the best looking team on the grid, Pangaea was given a tough brief to ensure we remained on top.

What Pangaea did not only fulfilled all of these criteria, but surpassed them across all brand touchpoints.
— Geale Whyte, Head of Brand Engagement, MS&AD
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