IBM & Scuduria Ferrari

IBM &
Scuduria Ferrari

Brand Expression System

Visual Identity
System

Role: Creative Director

Role:
Creative Director

A fan-centric visual system for IBM’s partnership with Scuderia Ferrari.

Built in partnership with IBM Blue Studio, the work shifted the focus of the Ferrari partnership away from performance data and toward the people surrounding the sport.

Rather than centering analytics and telemetry, the system explored the rituals, atmosphere, and emotional intensity of Tifosi culture through motion, typography, imagery, and fan-driven visual cues designed to scale across campaigns, live experiences, social, and fan-facing touchpoints.


A fan-centric visual system for IBM’s partnership with Scuderia Ferrari.

Built in partnership with IBM Blue Studio, the work shifted the focus of the Ferrari partnership away from performance data and toward the people surrounding the sport.

Rather than centering analytics and telemetry, the system explored the rituals, atmosphere, and emotional intensity of Tifosi culture through motion, typography, imagery, and fan-driven visual cues designed to scale across campaigns, live experiences, social, and fan-facing touchpoints

HAND WROUGHT FANDOM

Handwritten fan signs and improvised typography became a recurring layer throughout the system, bringing rawness and participation into otherwise structured compositions.

FAN SIGNALS

Telemetry-inspired graphics and observational overlays introduced a layer of precision throughout the system, translating fan behavior into structured visual signals.

MOTION & MOMENTUM

Expressive motion and typography systems translated the speed, density, and intensity of race culture into scalable assets across social, live environments, and motion touchpoints.

FRAMEWORK IN PRACTICE

The system was intentionally built with a broad visual range, allowing different formats, emotional intensities, and communication needs to coexist within one shared direction.