Charles Leclerc
A Personal Brand Beyond the World of Formula 1
Charles Leclerc’s public identity spans the intensity of Formula 1 and a more personal world of music, fashion and contemporary culture. We developed a dynamic visual identity and official website that give these two dimensions distinct expressions, connected by a single, recognisable graphic language.
Racing for Scuderia Ferrari since 2019, Charles Leclerc has built a strong public following. Alongside his sporting career, he has cultivated interests that reveal other sides of his personality. As Formula 1 expands its reach into global entertainment, drivers have growing opportunities to connect with audiences beyond the circuit. In 2024, we began working with Leclerc and his management to develop his personal brand and digital presence.
We built the strategy around two complementary dimensions. The Driver expresses competitive intensity, precision and determination; The Man makes room for his more reflective personality, passions and relationships. This duality became the foundation of a flexible visual language, allowing Charles to communicate across sporting and lifestyle contexts while maintaining a consistent identity.
The chequered flag inspired the geometry of the CL16 mark. We reinterpreted its pattern in a dynamic symbol where the letter L flows into the number 1. As it rotates, the mark shifts between configurations, expressing the transition between Driver and Man. We also led the development of Leclerc Sans, a bespoke super-condensed grotesque typeface featuring geometric cuts and three stylistic variants. Colour reinforces the distinction: white and racing red for the Driver, baby blue and black for the Man.
The official website translates this duality into two connected experiences. We designed its information architecture, UX/UI, design system and developed the platform. The Driver features rapid transitions, dynamic interactions and a rhythm inspired by Formula 1, presenting Charles’s career and sporting milestones. The Man takes a more intimate editorial approach, using photography, video and personal stories to explore his life beyond racing. Race information, a calendar and social content complete the platform.
Our work also included brand guidelines, dynamic graphic assets, merchandising concepts and SEO copywriting. The result is a versatile visual language that allows Leclerc and his team to communicate across sport, culture and lifestyle, with a distinctive signature connecting the different facets of his personality.
In Brief
Visual Identity
Custom Typography
Brand Guidelines
Information Architecture
UX / UI
Front-End Development
Awards
The FWA – FWA of the Day
Awwwards – Site of the Day
Awwwards – Dev Award
CSS Design – Site of the Day
CREDITS
Photo & Video: @antoinetruchet @race.service @calloalbanese @mcampelli & DR
Copywriter: Angelo Pannofino
Type Design: Fabrizio Falcone
Web Animation: Uprising
Charles Leclerc’s public identity spans the intensity of Formula 1 and a more personal world of music, fashion and contemporary culture. We developed a dynamic visual identity and official website that give these two dimensions distinct expressions, connected by a single, recognisable graphic language.
Racing for Scuderia Ferrari since 2019, Charles Leclerc has built a strong public following. Alongside his sporting career, he has cultivated interests that reveal other sides of his personality. As Formula 1 expands its reach into global entertainment, drivers have growing opportunities to connect with audiences beyond the circuit. In 2024, we began working with Leclerc and his management to develop his personal brand and digital presence.
We built the strategy around two complementary dimensions. The Driver expresses competitive intensity, precision and determination; The Man makes room for his more reflective personality, passions and relationships. This duality became the foundation of a flexible visual language, allowing Charles to communicate across sporting and lifestyle contexts while maintaining a consistent identity.
The chequered flag inspired the geometry of the CL16 mark. We reinterpreted its pattern in a dynamic symbol where the letter L flows into the number 1. As it rotates, the mark shifts between configurations, expressing the transition between Driver and Man. We also led the development of Leclerc Sans, a bespoke super-condensed grotesque typeface featuring geometric cuts and three stylistic variants. Colour reinforces the distinction: white and racing red for the Driver, baby blue and black for the Man.
The official website translates this duality into two connected experiences. We designed its information architecture, UX/UI, design system and developed the platform. The Driver features rapid transitions, dynamic interactions and a rhythm inspired by Formula 1, presenting Charles’s career and sporting milestones. The Man takes a more intimate editorial approach, using photography, video and personal stories to explore his life beyond racing. Race information, a calendar and social content complete the platform.
Our work also included brand guidelines, dynamic graphic assets, merchandising concepts and SEO copywriting. The result is a versatile visual language that allows Leclerc and his team to communicate across sport, culture and lifestyle, with a distinctive signature connecting the different facets of his personality.
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