Team Lotus Identity

Branding + Motorsports Design

Lead Strategic Designer/Creative Direction: Gareth TW Rees
Senior Exterior Designer: George Edwardes
Graphic Designer: Nick Castle
Lotus Visualisation Team

Brand Strategy | Design Direction | Concept Development | Graphic Design | Apparel Design | Collaboration

In February 2025, I had the opportunity to lead the creative direction of the return of an iconic name to the world of motorsports, Team Lotus.

The initial request was to apply the Team Lotus name alongside a racing partner for the 2025 Asian GT4 Championship. However, we devised a longer-term strategy that would establish a considered framework for the future application of Team Lotus, its visual identity across possible future racing classifications, and potential commercial opportunities.

One of the fastest yet fun projects to date, the work which included an extensive list of practical racing team requirements such as pit/paddock architecture, equipment, race livery, race suit and apparel was completed in just over two weeks.

A huge passionate effort by the team to set the foundations and inspire the future of Lotus motorsport activities.