Mahindra Racing wanted to refresh their brand language on digital platforms. The new identity was based on three pillars - speed, light and time which were shown by using bold lines, circles and kinetic movement to bring out the thrill and speed associated with a racing team. Kinetic typography played an important role in defining the brand language.

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Bold colours, speed and adrenaline fuel the inspiration for this dynamic series.

Agency: 22feet Tribal Worldwide, 2017
Design: Lekha Shastry, Siddharta Das, Ajay Ramaswamy
Client: Mahindra
Content: Shubham and Nitin Fernandes