More than Equal is a newly founded global non-profit initiative on a mission to find and develop the first female F1 world champion. Their approach to achieving this ambitious aim is four-fold: dissecting the problems and identifying the solutions through research and data, re-engineering how top female talent is identified, a world-class female driver development programme and connecting talent with the right opportunities.
At this stage in More than Equal’s journey, communicating its mission, strategy and insights in a clear, compelling manner is critical to establishing its credibility within motorsport and raising awareness for its programmes. They required presentation materials and creative support that engaged different audiences, supported brand awareness and created an impact. Make it Clear was asked to create support materials, presentation decks and a driver development programme campaign hero image.
We spent time familiarising ourselves with their brand. Based on our context of use, we looked to create a secondary set of guidelines that simplified and distilled existing style guides. This enabled us to refine and elevate their brand elements, creating a visually captivating and cutting-edge language that truly represents their mission and vision. AI was used to create imagery that encouraged young female drivers to apply for the driver development programme. Using AI in this way ensured there was no bias toward specific drivers or demographics.
The driver development programme campaign supported by the hero image saw a 94.7% increase in its Instagram follower base, with a +2,859% increase in accounts engaged through its organic content strategy utilising the hero creative. The More than Equal brand has become recognisable as the branding and visuals have been presented around the world. We continue to support its mission, one that we are 100% behind and look forward to an exciting future.
Yet, that’s not quite it. In addition to the above, we also designed a series of digital posters for the More than Equal offices.