Abu Dhabi Motorsports Management

Yas Marina Circuit

Creating a global brand to launch Formula One in the Middle East

When Abu Dhabi secured the rights to host the Formula One Grand Prix in 2009, it marked a defining moment for the region on the global stage. With a state-of-the-art circuit designed by Hermann Tilke and a $1.3 billion investment, the ambition extended far beyond building a venue. The city needed a brand that could stand alongside the world’s most iconic F1 destinations while reflecting Abu Dhabi’s cultural identity.

Working closely with motorsports leader Philippe Gurdjian, I helped develop the visual identity and design language for Yas Marina Circuit. The work balanced modern engineering with regional heritage, creating a brand system that felt both globally relevant and locally grounded.

From the core logo to the signature color palette, every element was designed to scale across broadcast, physical environments and consumer touchpoints. The circuit went on to make history as the first Formula One track to host a day-to-night race, broadcast to more than 600 million viewers across over 180 countries.

Beyond race weekend, Yas Marina Circuit evolved into a year-round destination for motorsports, entertainment and community programming. We built a flexible identity system capable of supporting on-track experiences, lifestyle events and branded merchandise, anchored by the now iconic Yas Blue, inspired by the waters of the Arabian Gulf.

In collaboration with UK-based Fox Silver, we also designed the official Yas Marina Circuit trophy. Its sculptural form drew from desert dunes and traditional dhow sails, creating a powerful visual link to Abu Dhabi’s Bedouin and maritime heritage.

The result is a globally recognized brand that helped establish Abu Dhabi as a permanent fixture on the Formula One calendar while setting a new benchmark for destination branding at scale.