Envision Racing GEN4: new generation, new expression
A livery is more than a new silhouette. A new body shape creates new opportunities but the fundamentals remain. How do we create a car that looks fast and aggressive whilst being commercially sound?
Overview
With a new title partnership and an evolving portfolio of sponsors, Envision needed a livery that could create greater commercial clarity, defining valuable spaces for partners while making them feel deliberately integrated into the car.
Every decision affects another - Always More than one brief
Even the car itself has a say.
Not every surface is equal. Different surfaces offer different levels of visibility and commercial value. Different areas accommodate varying sizes and proportions of the partner logos. Cut lines and the practical realities of running and repairing a race car create further constraints.
The race team has technical requirements. The brand has ambitions. Title partners have their own needs. Commercial teams need valuable, sellable space and each internal stakeholder have a view on what the car should look like.
Not every surface is equal. Different surfaces offer different levels of visibility and commercial value. Different areas accommodate varying sizes and proportions of the partner logos. Cut lines and the practical realities of running and repairing a race car create further constraints.
The race team has technical requirements. The brand has ambitions. Title partners have their own needs. Commercial teams need valuable, sellable space and each internal stakeholder have a view on what the car should look like.
Why Pangaea?
Our responsibility was to the effectiveness of the final result: balancing the needs of the team, its partners and the car itself rather than keeping any one stakeholder happy.
Our role was to bring impartiality, understanding what each stakeholder needed, challenging individual preferences where necessary and making decisions against the needs of the car as a whole.
Our role was to bring impartiality, understanding what each stakeholder needed, challenging individual preferences where necessary and making decisions against the needs of the car as a whole.
Designing the car as a commercial asset
We approached the car as we always do as both a piece of brand expression and a commercial asset.
Every sellable section of the car was considered.
Where will a logo be seen?
What size can it realistically be?
How does its shape work with the surface?
What happens when another partner is introduced?
How do all those individual requirements come together without the car feeling fragmented?
Rather than designing the livery first and finding somewhere for partner logos afterwards, sponsorship becomes part of the design system from the outset.
This created a clear hierarchy of spaces for title, principal and technical partners allowing each to achieve visibility while remaining part of one coherent expression.
Every sellable section of the car was considered.
Where will a logo be seen?
What size can it realistically be?
How does its shape work with the surface?
What happens when another partner is introduced?
How do all those individual requirements come together without the car feeling fragmented?
Rather than designing the livery first and finding somewhere for partner logos afterwards, sponsorship becomes part of the design system from the outset.
This created a clear hierarchy of spaces for title, principal and technical partners allowing each to achieve visibility while remaining part of one coherent expression.
“GEN4 is a beautiful machine to work with. Our approach was to emphasise it rather than fight it. The graphic language follows the natural flow, surfaces and aggression of the car, creating a livery that feels fast even when standing still. Bold. Confident. Unmistakably Envision.”
Carlo
Pangaea Creative
“Underneath that visual expression is a carefully resolved system. A system that understands where partners belong, where the most valuable commercial opportunities sit and where the physical car places limits on what design can do. The complexity is always there and our job is to ensure the finished car shouldn't show it.”
Joe
Pangaea Creative
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