American Express
Formula 1 - Academy

Our team at Amex OnBrand partnered with Formula 1 Academy to champion small businesses and the Women With Drive initiative by designing the very first American Express livery, race suit, and helmet for our newly signed F1 Academy driver, Nicole Havrda.

This collaboration represented a bold step for Amex in motorsport—bringing the brand into Formula 1 with a statement that celebrated both performance and inclusion. The challenge was clear: create a design system that stood apart from traditional racing aesthetics while remaining unmistakably Amex.

We explored multiple creative directions, from bold geometric patterns to minimalist brand-driven layouts, all while considering how the design would live across the car, suit, and helmet. Our final concept showcased a dynamic livery with clean, modern lines—balancing speed, power, and precision with the iconic Amex identity.

For the helmet, the process became even more personal. Designed in close collaboration with Nicole Havrda, the concept reflected her individual choices, style, and taste. This partnership ensured the helmet wasn’t just a piece of protective gear, but a unique expression of her identity on the track—seamlessly blending her personality with the American Express brand. High-fidelity renders were produced to bring these designs to life, allowing every detail to be evaluated and refined before production.

The process required close collaboration between design, 3D, and brand teams, with constant iteration to align visual ambition with practical application on the car and race gear. By combining craft with strategy, we delivered a system of designs that not only captured attention on race day but also reinforced Amex’s role as a champion for innovation and opportunity within the world of Formula 1 Academy.