Extreme - E

A radical new racing series, The Electric Odyssey

The global voyage highlights the impact of climate change and human interference in some of the world’s most remote locations and promotes the adoption of electric vehicles to help preserve the environment and protect the planet. The series is set to revolutionise motorsport and sports entertainment.
- Product design
- UX and UI design
- Interaction design
- Tone of voice
- Brand identity
- Animation
- Film production
- Motion graphics
After beginning this project, we had originally planned for a simple reskin of their placeholder site created by their in-house designer. As the project developed, it became aware that it was in need of a serious UX and UI overhall.
After iterations of the designs these are the final designs of the site, alongside the launch of the website there was a complete redesign of their brand and guidelines.
Landing page and homepage for Extreme E
A complete reskin of the homepage featuring large videos to entice users with an enriched UX system throughout the site and landing page.
Emphasising the X marking the spot, featuring the most visually impressive assets are then placed inside to draw users in.
Locations of the race
To match the grand atmosphere of the race and moving all over the globe, the creation of a locations page that displayed the incredible areas of the world that they are travelling to for the races.
Creating tab like areas that display information to display information in an interesting way has been a great challenge.
Radical racing is an understatement with Extreme-E; the incredible locations, the awe-inspiring car and the great work that they’re doing in general.
This page is to give more technical details on the race and to display a more technical side of the series.
Challenge / Strategy
A start-up radical motorsport series with a resounding message for change, targeting both motorsport and documentary audiences – our challenge was to build the brand embedding purpose, clear market positioning and a visual and experiential identity that could stay true to its founding ethos.
At the same time Extreme E had to establish a global media platform to showcase e-SUVs in rugged and hostile terrains and entice brands and partners to join forces in Extreme E’s bold mission.
We developed a robust and compelling brand proposition informing an identity concept around the globally recognised ‘X’ symbol for hazard and caution.
The ‘X’ is used to indicate issues of concern or man-made destruction that lie ahead - this warning sign is placed at the heart of the Extreme E logo and offers a window to areas of the planet that are under threat. It is positioned between two reflected ‘ ‘E's', representing ‘Extreme’ and ‘Electric’.
The brand’s feature colours include green and black, symbolising a contrast of climate threat against hope and a feeling of collective responsibility for the planet’s future. The brand identity also provides an expression for each of Extreme E’s events, which visually represent their unique environments. A structured and progressive messaging plan has been launched and begins with #ElectricOdyssey
We have built a brand which is multi-dimensional: progressive, confident and driven (as a force for good) ensuring Extreme E is equipped to be both a crucial storytelling platform on matters that affect our world, as well as laying down the foundations of a brand new sport and technology platform.
Extreme E has already attracted global media interest following the launch of 'Odyssey ’21' at the Goodwood Festival of Speed producing >70M potential readership from 571 articles and with Greenland, Amazon and other location announcements assembling: >2,500 articles from 75 countries. On social the 'Odyssey ’21' launch created 35M social media impressions, with four months of further planned engagement on Instagram increasing followers by 741%.
With the latest announcement of the drivers programme, a roster of world-class drivers have signed including Sébastian Ogier, Kevin & Timmy Hansen, and Jamie Chadwick. Broadcasting and commercial partners are coming on board as Extreme E is proving each day that it is a persuasive force for change.
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