Kevin Magnussen

Kevin Magnussen is a young and talented Formula One Driver with a big future ahead of him. Born into a racing family in 1992 in Roskilde, Denmark, Kevin joined another racing family in 2017 when he became a member of the Haas F1 team. We helped him to connect with his fans and journalists alike.

Understanding the problem

Image is a hugely important part of F1 racing, with many drivers being instantly recognisable by their numbers alone. We needed to create an identity befitting a top driver; a brand that would both embody Kevin’s passion for racing while thriving in a digital space. Separately, we also needed to build platforms through which Kevin could connect with his fans and the media.

Creating a digital presence

Following discussions with Kevin and his management team, we decided the best approach was to combine his initials and his racing number to shape the brand mark. KM20 would be easily recognisable across all mediums, from social media to apparel. This would form the core of his digital brand and presence.

We needed a website to accompany Kevin’s new brand identity. From the data we collected, we identified the wide range of audiences that would need to be catered for, from journalists to avid F1 fans. We decided to create a social platform that would not only drive traffic to the new website but also provide pertinent content for each of the user groups. The result was KM20 Racing.

We built numerous tools into his website to help foster connections with his fans, supported by a strong social presence and strategy.


Through various avenues, we were able to increase Kevin’s social engagement by more than 100%, greatly strengthening his connection with his fans. We created a digital presence with a range of touchpoints, from a multi-audience website that receives over 100,000 page views per month, to a visual identity that has separated Kevin from the rest of the racing pack.

Supported by his modern, memorable logo and digital presence, we achieved a huge level of brand activation for Kevin and his management team.