Brief
In February 2025, Atlassian became the Official Title and Technology Partner of Williams Racing — the largest commercial deal in Williams' 48-year history. The partnership needed a cohesive creative identity that could do two things simultaneously: position Atlassian as a global teamwork brand to F1's massive audience, and differentiate from the sea of logo-on-car sponsorships by telling a deeper story about technology-driven transformation.
The challenge was multifaceted: two distinct brands with different visual systems, a dual audience (F1 fans and enterprise decision-makers/CxOs), and the need to move from reactive, sprint-to-sprint asset creation to a sustainable, scalable brand system. Year one launched fast — relying primarily on the blue color palette and product-inspired "telepointer" shapes. Year two demanded something more distinctive, strategic, and ownable.
The challenge was multifaceted: two distinct brands with different visual systems, a dual audience (F1 fans and enterprise decision-makers/CxOs), and the need to move from reactive, sprint-to-sprint asset creation to a sustainable, scalable brand system. Year one launched fast — relying primarily on the blue color palette and product-inspired "telepointer" shapes. Year two demanded something more distinctive, strategic, and ownable.
Solution
Led creative exploration and art direction across multiple workstreams to build the visual foundation of the partnership:
Joint Visual Identity & Brand Book (2026)
Served as a primary contributor to the AWF1 Visual Identity Creative Spike — a multi-day design sprint exploring visual territories beyond the initial telepointer language. Developed concepts emphasizing bold typography over photography, duotone treatments, 3D car renders for motion assets, vintage racing poster aesthetics, and collage techniques that merged Atlassian's design system shapes with F1's energy. Helped shape the final brand book that now guides all internal teams and external agencies creating AWF1 materials.
Livery Concept Development
Contributed creative concepts for bespoke race liveries — most notably the Madrid GP exploration. Proposed human-centric approaches (handprints and team signatures as surface patterns), typographic lockups ("Designed for teams," "Teamwork by design"), Spanish tile/ADS shape integrations, and heritage references to the 1981 Williams livery. Explored conceptual activations like gallery exhibitions of scale models and crowdsourced fan-designed body panels.
Campaign Creative (Forward Together / Austin GP)
Supported the "Forward Together" campaign for the 2025 US Grand Prix — the first major brand activation since launch — contributing to the visual identity system that extended across OOH (airport displays, mobile billboard trucks, pedicabs), digital ads, social content, app/website takeovers, and the heritage 2002 livery reveal moment.
Team Keynote Presentations
Art directed platform solution keynote sections for Team '25 and Team '26, weaving the AWF1 partnership narrative into Atlassian's flagship event storytelling. Responsible for visual design, animation direction, and cross-team narrative coherence across 843+ keynote slides.
Production & Brand Systems
Contributed to the production bench aligning Williams and Atlassian shoots, developed scalable creative templates, and helped establish ongoing AWF1 brainstorm rituals that brought fresh thinking into the creative process on a regular cadence.
Joint Visual Identity & Brand Book (2026)
Served as a primary contributor to the AWF1 Visual Identity Creative Spike — a multi-day design sprint exploring visual territories beyond the initial telepointer language. Developed concepts emphasizing bold typography over photography, duotone treatments, 3D car renders for motion assets, vintage racing poster aesthetics, and collage techniques that merged Atlassian's design system shapes with F1's energy. Helped shape the final brand book that now guides all internal teams and external agencies creating AWF1 materials.
Livery Concept Development
Contributed creative concepts for bespoke race liveries — most notably the Madrid GP exploration. Proposed human-centric approaches (handprints and team signatures as surface patterns), typographic lockups ("Designed for teams," "Teamwork by design"), Spanish tile/ADS shape integrations, and heritage references to the 1981 Williams livery. Explored conceptual activations like gallery exhibitions of scale models and crowdsourced fan-designed body panels.
Campaign Creative (Forward Together / Austin GP)
Supported the "Forward Together" campaign for the 2025 US Grand Prix — the first major brand activation since launch — contributing to the visual identity system that extended across OOH (airport displays, mobile billboard trucks, pedicabs), digital ads, social content, app/website takeovers, and the heritage 2002 livery reveal moment.
Team Keynote Presentations
Art directed platform solution keynote sections for Team '25 and Team '26, weaving the AWF1 partnership narrative into Atlassian's flagship event storytelling. Responsible for visual design, animation direction, and cross-team narrative coherence across 843+ keynote slides.
Production & Brand Systems
Contributed to the production bench aligning Williams and Atlassian shoots, developed scalable creative templates, and helped establish ongoing AWF1 brainstorm rituals that brought fresh thinking into the creative process on a regular cadence.
Competencies
Visual Identity Design — Developed co-branded visual systems spanning physical (liveries, race suits, booth signage, merch) and digital (banner ads, landing pages, social, video) at global scale
Art Direction — Led creative explorations from ideation through final execution across multi-stakeholder environments (Williams brand team, Atlassian marketing, executive leadership)
Brand Strategy — Challenged audience assumptions, advocated for CxO/enterprise specificity in targeting, and pushed the partnership identity beyond generic sponsorship aesthetics
Cross-Functional Leadership — Navigated complex approval structures between two organizations with different creative cultures (Atlassian's iterative/agile approach vs. Williams' formal/waterfall process)
Presentation Design — Elevated flagship keynote content to "world-class" standard (per CEO Mike Cannon-Brookes), managing executive stakeholder feedback under high-pressure timelines
Scalable Systems Thinking — Codified exploratory design work into repeatable brand guidelines, templates, and asset libraries for broader team use
Art Direction — Led creative explorations from ideation through final execution across multi-stakeholder environments (Williams brand team, Atlassian marketing, executive leadership)
Brand Strategy — Challenged audience assumptions, advocated for CxO/enterprise specificity in targeting, and pushed the partnership identity beyond generic sponsorship aesthetics
Cross-Functional Leadership — Navigated complex approval structures between two organizations with different creative cultures (Atlassian's iterative/agile approach vs. Williams' formal/waterfall process)
Presentation Design — Elevated flagship keynote content to "world-class" standard (per CEO Mike Cannon-Brookes), managing executive stakeholder feedback under high-pressure timelines
Scalable Systems Thinking — Codified exploratory design work into repeatable brand guidelines, templates, and asset libraries for broader team use