Abu Dhabi Motorsports Management

Yas Marina Circuit

Creating a 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 monumental opportunity for the region to step into the global spotlight. With a state-of-the-art racetrack designed by Hermann Tilke and a $1.3 billion investment, the city needed more than just a venue. It needed a brand that could capture both the grandeur of F1 and the cultural richness of Abu Dhabi.

Working with motorsports icon Philippe Gurdjian, I helped develop the visual identity and design language for Yas Marina Circuit. From the core logo to the iconic color palette, every detail was crafted to balance tradition with modernity and connect the audience to the spirit of the region. The result was a distinctive brand that became synonymous with innovation, elegance, and global prestige.

Yas Marina Circuit made history as the first F1 track to host a day-to-night race, broadcast to over 600 million viewers in more than 180 countries. Beyond race day, the circuit evolved into a hub for motorsports, entertainment, and community events. We built a flexible identity system that could scale across on-track experiences, lifestyle programming, and branded merchandise—anchored by the now-iconic "Yas Blue," chosen for its close resemblance to the Arabian Gulf.

We also partnered with UK-based Fox Silver to design the circuit’s official trophy, blending the flowing forms of desert dunes with the silhouettes of traditional dhow sails. This created a deeply meaningful visual connection to Abu Dhabi’s Bedouin and maritime heritage.