Interstate Creative Partners has designed the identity for the first Bahrain Grand Prix, in a project likely to ultimately be worth a six-figure sum in fees to the group.
The work is Interstate’s first foray into the Middle East. It was appointed in May following a seven-way creative pitch against local and international groups including Landor Associates and Gulf Saatchi & Saatchi.
The group will design the identity for the track, to be called the Bahrain International Circuit, the identity for the event itself, which will be known as the Bahrain Grand Prix, and will create the track’s signage scheme and merchandise. The work also encompasses ‘transporting the circuit graphically’ on promotional material.
According to Interstate managing director Nick Downes, although the group had pitched more emotive names for the event and circu
it, the client decided on Bahrain-based monikers as part of moves to build greater global awareness of the country.
The consultancy was briefed to develop an identity that ‘clearly identified the event as Arabian’, Downes adds.
The group was also asked to consider how the event could best promote the country, one of the few without significant oil revenues in the region, against its higher profile oil rich neighbours.
The first Bahrain Grand Prix is likely to take place in April next year and the country has an initial five-race contract. It will be the first desert-based race since Casa-blanca in Morocco hosted the event in the 1950s. The circuit (pictured) was designed by German-based architect Hermann Tilke.
Meanwhile, Interstate has also refreshed signage and information systems at Silverstone for last weekend’s British Grand Prix.