ABB: Formula E ABB: Formula E

ABB: Formula E






Brand Identity
Brand Experience
Brand Communication
Graphic Design
Digital Experience


ABB, a concern working on many sustainable projects in automation, robotics and energy industries, is also the world leader in electric vehicle charging solutions. To promote sustainability, develop new technologies in automotive, and increase the ABB brand recognition, they join the forces with the FIA Formula E motorsport series and become its title sponsor.

How to combine the ABB brand with the thrill and excitement of car racing, while staying loyal to it? How to increase brand recognition for ABB? These questions were addressed by Admind, ABB’s trusted branding and communications partner.


The FIA Formula E Championship was founded to bring the thrill of electric racing to as many people as possible on city-centre circuits around the world. In 2018, ABB – the world leader in electric vehicle charging solutions – joined the forces with the FIA as the Official Title Partner to highlight the central importance of sustainability in our daily lives.

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The branding and design challenge was clear: we needed to incorporate the established racing spirit of the FIA while remaining loyal to the core of ABB brand.

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Brands empower their partnership projects by sharpening the visual structure.

In cases like these, a brand superstructure adds immense value. We remained loyal to the ABB brand and built an additional brand layer to emphasize the ABB FE partnership. To embrace the team spirit, we created an engaging level of communication based on passion, innovation, high-emotion, and sustainability.

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Visual identity + experiental design- our objective was to create a consistent and engaging experience of partnership on every possible level. With this holistic approach, we developed and adapted the partnership’s visual identity to a variety of contexts: from print and advertising elements, through architecture and interior design, to immersive, digital, and interactive spaces.

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Virtual Events

During the pandemic we remained committed to delivering the most exciting experience for the ABB Formula E Community. In collaboration with Hidden agency our team took care of the architecture’s look & feel, and the UI and UX design of virtual racing space.

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Race environment

From delivering a creative briefing for the TBA agency, defining the architecture, and delivering the design, to the implementation and supervision of the project, we built a consistent experience using interior design elements, storytelling, and interaction.

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