Hendrix Formula One Team is a branding and livery design project I created in 2024 during my second year at Media Design School. The brief was to solve a problem tied to a personal passion—so I challenged the often bland, conservative aesthetics of Formula One during the 2024 season.
Through research, I discovered that most modern F1 liveries lack distinctiveness. Looking back through motorsport history, I found inspiration in the 1970 Porsche 917 nicknamed “The Hippie” by the fans which featured a bold, psychedelic purple and green design that made it iconic. This led me to develop a concept for a fictional team that would stand out with vibrant, unconventional visuals whilst connecting to the fans.
I explored psychedelic art from the late 1960s, drawing inspiration from artists like Wes Wilson and Hapshash & the Coloured Coat, whose fluid linework and vibrant colour palettes created a sense of movement that perfectly aligned with the speed and energy of Formula One for my project.
Using this visual language, I developed the full identity for Hendrix F1: bold colourways, dynamic logos, and a livery that brings '60s psychedelia into the high-tech world of modern racing—challenging the norms of motorsport branding.
For this project, I developed a fully 3D-rendered car livery using custom showroom software, allowing me to control lighting and environments to produce high-quality final imagery. My deliverables included detailed renders, a cinematic video showcasing the livery both in-showroom and on-track and a full brand identity with psychedelic-inspired visuals. I also designed promotional posters and a mock race weekend campaign to bring the concept to life.
This project proves that Formula One cars can embrace bold, expressive design, bringing colour, personality, and fan connection back to the grid, much like the iconic “Hippie” Porsche 917 from 1970.
