Goodwood Festival of Speed is the UK’s unofficial motor show, with over 200,000 enthusiasts visiting this year alone.
In a showcase with other car and motorcycle brands, Honda was well placed to stand out.
As a brand that not only excels in motorsport and racing but embraces, nurtures and breathes innovation; this year they sought to share that passion and allow the audience to get under the skin of motorsport and learn more about the brand, its products and rich racing history.
Work completed at Jack Morton Worldwide, London
On day 3, BTCC driver Matt Neil shares his views of the experiences on the day.
My role as Lead Designer was to explore the creation of a suite of assets that could translate across the language of motorsport. These world’s were not definitive, but rather components that would construct a vocabulary, helping to further hero the concepts of speed, movement, passion and engineering.
The initial sketches combined those expressions with the innovation and playfulness that is in the DNA of Honda. The aim being to do this through materials, scale, and application.
This was exemplified and illustrated through cultural activity, discovery, connection, movement and surprise.
COLOURS
Initially stripping back how many colours we use allows us to focus the attention to the key objectives of the stand; we project a mature, progressive tone which highlights
the precision, and mechanical features which are so intrinsic to Honda.
Streamlined
Clean, iconic yet playful
GRAPHIC LANGUAGE
Taking the graphic elements that exist on track and road and using them to structure how we present information, typography and products.
Further extracting the shape of movement into drift lines, we can begin to expand on how we flesh out the graphics, how we organise and combine imagery with products and information.
Track Speed and Drift Lines
Spatial, direction, structure, velocity
Serials and Framework
Engineering, unique, system, assembly
“Without racing there is no Honda”
Soichiro Honda - Founder
Whilst we sought inspiration from this quote, as well as the vast archive material, we also discovered a highly philosophical, innovative and endlessly curious mind. However, this was not to be a retrospective of Soichiro or a showcase of past racing glory. The space had to be an embodiment of an obsessive engineering mind, albeit democratic in its approach and treatment. We wanted every visitor to feel like they were embraced into this exciting culture, however still appealing to the ultimate fan, making sure to include nuggets of information that would still excite and delight.
Plenary view from the hill climb side
Interior spotlight feature on Marc Marquez, Honda's youngest and most successful superbike rider.
Visitors had a chance to experience the ‘Power of Lean’ on a Honda Fireblade bike
Civic Showcase
Illustrated on the roof of the grandstand, the NSX and GT3 display was an opportunity for visitors to see an elite engineering and precision developed racing car only driven on a track, to the evolution of a racing vehicle made for the road.
Exploding the mechanical graphics with minimal colour range, playing with scale and shapes was a sharp contrast to the square, enclosed spaces of nearby competitors
Marc Marquez exhibit featuring his racing leathers
NSX GT3 and NSX - a rare sight for any visitor as these are exclusive machines that are never seen up close by the public
Brushed metal finishes on the Civic section
Brushed metal finishes on the Civic section
The 'Pit Stop' performance space. Visitors could take part in competitive tyre changes, watch engines being taken apart and ask questions to engineering teams that not only work on Honda engines but race them too
View to the Grandstand
The result of this exhibit far surpassed the client expectations of generating interest from new audiences who maybe had not connected racing to Honda.
• Brand opinion increased by 42%
• Total video views on Honda social channels (not including Racing Channels) – 1.72 Million
• Total content reach over the 3 days – 6.47 Million