“The goal was to create an entirely new brand language for a brand-new championship.”
SailGP is a high-speed catamaran racing championship that travels the world, combining stunning waters with pure adrenaline. When I first joined this project, I had no idea who they were or what they did, it was a completely new world to me. My manager, Vinicius, brought me into the team to help develop a bold and eye-catching visual language that could, first and foremost, connect with a new audience, people like me who were not yet familiar with SailGP, while still preserving the essence of the brand so as not to alienate its existing fans. Although SailGP was still a relatively new competition, it was clear that it would quickly capture the public’s attention. Our role was to create a unique and impactful visual language for all of the brand’s social media platforms: Instagram, Facebook, LinkedIn, and YouTube.
"Home of the Rolex SailGP Championship and the most exciting racing on water.”
117,2M
+183% Dedicated Broadcast Audience
Data Overlay
Top Speed
Highlights the maximum speed reached during the race, reinforcing the sense
of extreme speed and competitiveness that defines SailGP.
Average Speed
Presents the average speed maintained throughout the race, offering a more complete and consistent view of each team’s performance.
Number of Maneuvers
Shows how many maneuver were performed during the race, revealing the level of activity, strategy, and technical control required from each team.
Distance Sailed
Indicates the total distance covered by the boats throughout the race, helping to contextualize the scale
of the course and the effort required to complete it.
A custom icon system was created to represent key SailGP performance data, including speed, distance, maneuver, G-force, and flight time. The goal was to translate complex race statistics into a bold, accessible, and engaging visual language for digital audiences.
Average
Flight Time
Shows the average time the boat remains “flying” above the water on its foils, one of the most impressive and technologically advanced aspects of the competition.
Highlights
The Highlights format was created to bring together the results and the most memorable moments from the latest race in a dynamic and easy-to-consume way. Its purpose was to give the audience a visual summary of the most important events of the race, highlighting standout performances, decisive moments, and key outcomes from the competition.
G-Force
Represents the gravitational force experienced by athletes during the most intense moments of the race, highlighting the physical impact and adrenaline involved in the competition.
800+
Global Broadcast
hours per event +14%
1.6 M+
+44% Social Followers
Campaign
During the 2021/2022 season, SailGP did not yet have a defined language for communicating with its online audience. To address this, we developed a fully dynamic and explosive campaign for people who genuinely enjoy action, movement, intensity, and of course, a little provocation. The visual language for the posts needed to be striking and instantly engaging, encouraging audiences to stay, interact, and connect with the page. The strategy proved highly successful, as reflected in the numbers achieved during the first year following the social media rebrand.
1.1 BN
Social Media impressions +136%
The campaign was designed to reach audiences across multiple online platforms and digital services. Below, I share the main channels where the assets were published, highlighting that the campaign was conceived as a fully digital-first initiative aimed primarily at a young audience who enjoy extreme sports and are passionate about adrenaline.
206,540
+43% Total
onsite spectators
Pre-Race Carousel
The Pre-Race Carousel was created to prepare the audience for each stage of the competition by presenting key information before the race in a visual, dynamic,
and easy-to-consume format. Its purpose was to build anticipation, highlight relevant details about the teams, the venue, and the context of the event, while increasing audience engagement ahead of the start.
Raceday
Youtube
YouTube Banner
Leaderboard
YouTube Endboard
The campaign was developed for each team and country participating in the competition. Every team was represented through the colours of its national flag, combined with hero-format photography to create a bold and distinctive visual identity.
