Goodwood – Festival of Speed

Legendary drivers. Priceless vehicles. Awe-inspiring trackside moments. The acclaimed ‘hill climb’. There are so many good things that bring people to the Festival of Speed (FOS). But whatever draws people in, they quickly discover the festival is not solely about how rapidly a vehicle can accelerate.

Those who are lucky enough to experience the festival aren’t just attending a car show, it’s a festival of dreams. Of heroes. Of futures.

The festival is multidimensional but its promotion has traditionally focused on just one dimension — quick cars. Looking through the fast and into the many angles of the FOS, we created a campaign geared around the deeper meanings and motivations of Goodwood. Recognising what drives people to really be part of the iconic sporting event.

Capturing unique perspectives, UnitedUs developed a versatile identity system structured with categorised messaging. This flexible architecture enables FOS to speak more directly to audiences across social channels, including its 1.2 million Instagram followers.

So whether they’re petrolheads, forward-thinking innovators, young thrill seekers, or families of fanatics, festival-goers can find their motivations reflected in the event they adore.

Respecting the prestige of the Goodwood Festival of Speed brand, UnitedUs evolved the look and feel to be more relevant to today’s audiences. Working with the festival founder His Grace The Duke of Richmond CBE DL, FOS’s in-house marketing team and PR partners, we reframed the event’s brand communications through a suite of DOOH, social media and print assets.

Building on Goodwood’s brand equity, we captured elements of the original Festival of Speed logo. Using a ‘chevron’ motif—taken from the left and right points on the logo’s banner—enabled the framing of a fresh perspective. This device is repositioned throughout the campaign to structure and direct photography, hero statements, and accompanying messaging.

From the identity concept presentations to capturing photography, UnitedUs were on site in the thick of the action throughout the entire project.

Communicating more varied aspects of the total experience, the Festival of Speed 2025 campaign reflects the way people really experience the action at Goodwood. It speaks to what drives people to be part of #FOS, beyond the obvious need for speed.