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Oracle Red Bull Racing
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Velocity.
A Web3 experience that merges speed, technology, and art from the world’s leading digital artists.

Year
2023
Industry
Sport & Entertainment
Location
United Kingdom
Deliverables
  • Identity
  • Design System
  • Motion Principles
  • Social System
  • NFT Packaging
Oracle Red Bull Racing Velocity visual

NFT identity and communications for the official Red Bull Racing team.

Red Bull Racing, a pinnacle of Formula One, embodies values that fuel their relentless pursuit. Fuelled by audacious innovation and boundless ambition, they redefine racing excellence.

SDL collaborated with AOI for Oracle Red Bull Racing and crypto trading platform Bybit on a new NFT pass series — identity and communications for the official team. Throughout the season, the campaign consisted of different releases by established NFT artists, all powered by a shared design system.

Velocity is the essence of motion’s swiftness. Based on that concept and the fundamental science behind it, a set of pure visual cues was formed — then built into a flexible system for every communication need across the season.

NFT identity and communications for the official Red Bull Racing team.

Red Bull Racing, a pinnacle of Formula One, embodies values that fuel their relentless pursuit. Fuelled by audacious innovation and boundless ambition, they redefine racing excellence.

SDL collaborated with AOI for Oracle Red Bull Racing and crypto trading platform Bybit on a new NFT pass series — identity and communications for the official team. Throughout the season, the campaign consisted of different releases by established NFT artists, all powered by a shared design system.

Velocity is the essence of motion’s swiftness. Based on that concept and the fundamental science behind it, a set of pure visual cues was formed — then built into a flexible system for every communication need across the season.

Year
2023
Industry
Sport & Entertainment
Location
United Kingdom
Deliverables
  • Identity
  • Design System
  • Motion Principles
  • Social System
  • NFT Packaging
Velocity identity applications

Identity

Based on core Red Bull Racing brand elements — colours and typography — the identity was repurposed to form the Velocity concept. Numbers and motion express the atmosphere of racing, while colour supports the artworks themselves.
Velocity pass visual language
Velocity motion and grid
Velocity pass artwork
Velocity pass artwork variant

The Velocity Pass is an NFT access key — exclusive entry to Red Bull’s limited-edition digital artworks.

Velocity race-state applications

Motion & system

Motion Principles — Grid, Zoom and Diagonal — were formed for the Velocity brand toolbox. The motion mirrors behaviours found in Formula 1 and executes across communications. As a dynamic NFT, the pass changes depending on the time leading up to a race, during the race, and after — from promotion of the next race to the finishing position for the team.
Velocity NFT state
Velocity NFT state variant
Velocity social application
Velocity social application variant
Velocity mark detail
Velocity drop promotion
Christian Horner OBE
Team Principal, Oracle Red Bull Racing
We’re really excited to be able to give fans a new, immersive, and fun opportunity to get even closer to the Team by owning part of our history with some truly special pieces of team memorabilia.

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Eight things worth knowing before we work together.

  • Mostly early-stage startups and founders building something for the first time — or rebuilding something that didn't work the first time. We've been through it ourselves, so we understand the constraints.

  • We're flexible. Sometimes it's a full brand and website. Sometimes it's one component that's holding everything else back. Tell us what you need and we'll be straight with you.

  • It depends on the scope, but most projects start with a brief discovery session — paid, focused, and designed to get us both clear on what actually needs doing.

  • By project, not by the hour. We scope it properly upfront so there are no surprises on either side.

  • Yes. If you've got something that's working, we build on it. If it isn't working, we'll tell you.

  • Fully. We've worked with founders across the UK and Europe. If you're local and want to meet, great — but it's not a requirement.

  • Front-end: Next.js, React, TypeScript. We pick the right tool for the project rather than defaulting to one stack.

  • Occasionally we co-build with early-stage founders — equity arrangements, sprint-based partnerships, or acting as a technical co-founder for the first stretch. It's selective. If it sounds relevant, mention it when you get in touch.

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