Brand & Website - Product and Visual Design
Building a digital home for Luke Browning's growing fanbase - from brand identity to an interactive fan platform.
Role
Main Designer
Scope
Brand Strategy
Visual Identity
Logo Design
Web Design
Marketing Templates
Timeline
3 months
Team
1 Developer
1 PM
Who is Luke?
Luke Browning is a Super Formula Driver for Kondo Racing and Reserve Driver for Atlassian Williams F1 Team. With a growing international audience, he presents a unique opportunity to build a modern, digital-first fan experience.
Impact
Built a scalable 0→1 brand and fan engagement system that transformed Luke Browning’s static website into an interactive fan experience.
Logo Design
The logo mark is an abstract "L" inspired by elements of the Union Jack. Its angular, slanted form conveys motion and speed, while subtly echoing a wing shape, a nod to both his Liverpool roots and racing career.
Web Design
A platform that balanced core information with interactive fan-engagement mechanics, designed to be intuitive to navigate and visually compelling.
Fan Identity
Sharable Fan IDs awarded when fans sign up - customized with their initials and date, with randomly generated background and helmet designs
Loyalty
Limited edition enamel pins for fans who tune in during race weekends, creating a playful, collectible experience.
Marketing Templates
Templates designed for simplicity, so anyone can create on-brand assets.
Brand in Action
Showcasing how the strategy and visual identity translate across marketing, digital, and fan experiences.
Reflection
Owning this project end-to-end taught me how to design within reality. Choosing from free Google Fonts, working around CMS capabilities, and cutting interactions I'd planned due to time pressure all forced me to problem-solve on the fly rather than chase a perfect vision. Getting comfortable with unfamiliar tools and making fast, confident decisions were part of it too.
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