Our Role
Brand Strategy
Brand Identity
Digital Experience
Go-to-Market
Industry
Fashion & Motorsports
Podiom
Formula 1 has evolved beyond sport. It has become fashion, design, culture, obsession, mythology. Podiom was built to capture the world surrounding the grid, pulling from the elegance, danger, and visual language that made motorsport iconic long before it became mainstream entertainment. We partnered with the brand to create an identity system designed to feel timeless, cinematic, and deeply embedded in modern racing culture.
CASE STUDY
Podiom
Brand Strategy
Brand Identity
Digital Marketing
Campaigns
Go-to-Market
Fashion &
Motorsports
Industry
CASE STUDY
Our Role
Formula 1 has evolved beyond sport. It has become fashion, design, culture, obsession, mythology. Podiom was built to capture the world surrounding the grid, pulling from the elegance, danger, and visual language that made motorsport iconic long before it became mainstream entertainment. We partnered with the brand to create an identity system designed to feel timeless, cinematic, and deeply embedded in modern racing culture.
THE IDEA
Most motorsport brands sit at one of two extremes. Heritage nostalgia with nowhere to go, or loud hyper-commercial branding built for algorithms instead of culture. Podiom approached the category differently.
The goal was never merchandise alone. It was to build a brand world around the feeling of motorsport itself. Precision. Speed. Legacy. Adrenaline. The moments between races that became just as iconic as the sport.
THE PROCESS
THE PROCESS
The project began with deep immersion into the visual history of Formula 1, particularly the eras where racing culture extended far beyond the track itself. Vintage paddock graphics, driver iconography, editorial layouts, race posters, sponsorship systems, and automotive photography all informed the foundation of the work. Rather than imitate nostalgia directly, the process focused on extracting the attitude behind it and translating it into something contemporary.
The project began with deep immersion into the visual history of Formula 1, particularly the eras where racing culture extended far beyond the track itself. Vintage paddock graphics, driver iconography, editorial layouts, race posters, sponsorship systems, and automotive photography all informed the foundation of the work. Rather than imitate nostalgia directly, the process focused on extracting the attitude behind it and translating it into something contemporary.
BRAND STRATEGY
Podiom was positioned at the intersection of motorsport, fashion, and culture. Less fan merchandise. More collectible identity. The strategy centered around building a brand capable of moving fluidly between apparel, content, physical products, editorial storytelling, and digital experiences while maintaining a strong point of view rooted in motorsport heritage.
The identity system draws heavily from the typography, pace, and visual hierarchy found throughout racing culture. Condensed type, grid structures, track-inspired forms, archival imagery, and sharp contrast created a system that feels aggressive, refined, and unmistakably tied to the world of Formula 1. Every element was designed to feel in motion, even when static.
BRAND STRATEGY
BRAND Identity
The identity system draws heavily from the typography, pace, and visual hierarchy found throughout racing culture. Condensed type, grid structures, track-inspired forms, archival imagery, and sharp contrast created a system that feels aggressive, refined, and unmistakably tied to the world of Formula 1.
Every element was designed to feel in motion, even when static.
BRAND IDENTITY
The identity system draws heavily from the typography, pace, and visual hierarchy found throughout racing culture. Condensed type, grid structures, track-inspired forms, archival imagery, and sharp contrast created a system that feels aggressive, refined, and unmistakably tied to the world of Formula 1.
Every element was designed to feel in motion, even when static.
Digital became an extension of the energy surrounding the brand. High-contrast layouts, cinematic motion, oversized typography, and editorial pacing transformed the experience from traditional e-commerce into something that feels closer to a motorsport publication or race archive.
The goal was immersion, not just navigation.
DIGITAL DESIGN
DIGITAL DESIGN
Digital became an extension of the energy surrounding the brand. High-contrast layouts, cinematic motion, oversized typography, and editorial pacing transformed the experience from traditional e-commerce into something that feels closer to a motorsport publication or race archive.
The goal was immersion, not just navigation.
Printed materials, social assets, event graphics, and campaign applications were designed to feel like artifacts pulled directly from the paddock. Layered typography, race-inspired numbering systems, archival references, and bold compositions gave the collateral system a sense of speed and collectibility without becoming costume-like.
The goal was immersion, not just navigation.
BRAND COLLATERAL
BRAND COLLATERAL
Printed materials, social assets, event graphics, and campaign applications were designed to feel like artifacts pulled directly from the paddock. Layered typography, race-inspired numbering systems, archival references, and bold compositions gave the collateral system a sense of speed and collectibility without becoming costume-like.
Podiom became more than a motorsport-inspired brand. It evolved into a visual language for modern racing culture itself, creating an identity that feels equally at home in fashion, design, and Formula 1. The result is a brand built to outlast trends and grow alongside the next generation of motorsport obsession.
THE OUTCOME
THE OUTCOME
Podiom became more than a motorsport-inspired brand. It evolved into a visual language for modern racing culture itself, creating an identity that feels equally at home in fashion, design, and Formula 1. The result is a brand built to outlast trends and grow alongside the next generation of motorsport obsession.
“Parachute just got it. From the first conversation, they felt like a part of our team, they understood what we were building and shared the same passion and excitement for building Podiom and treated it like their own. I couldn’t have asked for a better creative partner to bring my vision to life!”
Emilio Pontarelli
Founder, Podiom
Most motorsport brands sit at one of two extremes. Heritage nostalgia with nowhere to go, or loud hyper-commercial branding built for algorithms instead of culture. Podiom approached the category differently.
The goal was never merchandise alone. It was to build a brand world around the feeling of motorsport itself. Precision. Speed. Legacy. Adrenaline. The moments between races that became just as iconic as the sport.
THE IDEA
