Visual Design – Sports & Entertainment
Atlassian Williams F1 Team
Designing a loyalty-driven fan platform to turn casual viewers into lifelong Williams supporters.
Role
Product and Visual Designer
Scope
UI Design
Art Direction
Marketing
Timeline
2022 – Present
Team
4 designers
Problem
Fragmented fan experiences limiting long-term engagement
Fan engagement with F1 teams rarely extends beyond race day. Without a unified digital home, fans moved across disconnected social channels, news sites, and third-party apps, with no sense of progression, ownership, or reward.
Williams needed a digital platform that could deepen fan loyalty, drive app adoption, and build the kind of sustained engagement that translates into commercial growth.
The goal was to increase MAU from 528K to 610K, grow registered users by 600–800K, and improve return rate from 1.7x to 10x.
Goal
Design a scalable digital platform to increase fan engagement, retention, and participation through a loyalty-driven experience.
Solution
A digital platform with a loyalty hub centered on identity, progression, and rewards
I designed key features across the Williams digital platform, focusing on the experiences most likely to drive retention and loyalty. My work spanned the WClub loyalty program, the 2026 collectibles campaign, and core UI components across mobile and web.
01 WCLUB LOYALTY PROGRAM
Identity as the anchor for long-term engagement
WClub is a fan loyalty system designed to transform engagement into an ongoing relationship with the team.
The program uses a digital-first, points-based structure with tiered progression, encouraging fans to return, participate, and unlock new levels of access over time. By resetting each season, WClub stays aligned with Formula 1’s competitive calendar while maintaining momentum year-round.
I was part of the design team responsible for defining WClub’s brand look and feel, translating the loyalty concept into a cohesive visual system across digital touchpoints.
Williams ID Customization
Fans receive an ID upon signing up to be a member. It can be personalized with their initials, driver number, helmet and card designs, which can be collected during limited edition drops.
Exclusive Rewards
Achievement system celebrating fan milestones.
Building progression through tier system
Clear progression indicators drive continuous engagement.
02 GRAND PRIX COLLECTIBLES
Bringing the fan experience home
I spearheaded the art direction for the 2026 Williams collectibles campaign: a digital-first collectible system with a physical twist. I developed and pitched multiple creative directions to stakeholders, with the selected concept chosen over other alternative approaches.
Fans who attend races receive exclusive physical stickers that can only be claimed by downloading the app and unlocking the corresponding digital version. This created a direct incentive loop between live attendance, app downloads, and digital engagement.
2026 Badges Art Direction
Inspired by the timeless appeal of collecting stickers, the designs use bold, simple shapes and warm, muted tones to evoke a modern retro look. Each piece feels like a fragment of the city's culture and racing that fans can piece together into their own journey.
A closer look - Miami
Each badge is designed around its race location, pulling from local architecture, culture, and landscape.
Animation
A celebratory animation plays when fans collect a badge, making it a delightful interaction.
2024 Season Reward
924 fans collected all 24 badges. Each received a unique serialized digital poster. A simple mechanic that turned season-long collection into a moment worth sharing.
03 PLATFORM UI
Consistent, scalable components across mobile and web
Across the platform I contributed UI design for several core features. Each component was designed within the Williams visual system to ensure consistency while supporting rapid iteration across the team.
Impact
The Williams digital platform has been recognized with Cannes Lions and Race Media Awards for innovation in fan engagement.
- Designed the WClub loyalty tier system targeting a return rate improvement from 1.7x to 10x
- Spearheaded the 2026 collectibles art direction
- Contributed UI components across the mobile and web platform supporting a MAU growth target of 528K to 610K
- Initiated the Williams iOS sticker pack, currently in development for launch in 2026
Reflection
Working within a high-profile sports brand taught me how to balance strong visual identity with scalable systems thinking. The most interesting design challenge wasn't the aesthetics, it was figuring out how to make loyalty feel genuinely rewarding rather than transactional. This project made me think hard about what it means to be a fan. Not just someone who watches races, but someone who feels connected to a team all year round.
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