Goodwood – ProDriver

An identity and toolkit to elevate professional driving experiences at Goodwood’s legendary circuit.

The Goodwood ProDriver experience is engineered with structured brand language and a consistent visual identity that sets it apart from just another “ultimate track day”. It captures the unique opportunity to truly drive like a professional racing driver.

Case study

Spending time in a fast car on a real race track can feel like the ultimate thrill for any self-confessed petrolhead. Ultimate driving. Ultimate racing. Ultimate motorsport. But unfortunately, “Ultimate X and Y” has become the ubiquitous offering for most mediocre track days. Thankfully, not all race tracks are created equal. The very best boast an unrivalled prestige capable of shaping motorsport history and future. In the UK, Goodwood has long taken pole position.

As one of the world’s most revered motosport circuits, Goodwood offers a premium opportunity to speed through the exact racing lines of driving legends past and present. With private access to all areas, including race cars, a dedicated race team, personalised coaching, training, nutrition, and more, a dream day of high-performance driving becomes a lived reality. This apex of professional racecar driving, where legendary ambition mixes with raw exhilaration, is communicated at every turn throughout the Goodwood ProDriver brand.

Speaking to Goodwood’s heritage as an auditorium of automotive icons, ProDriver captures an established history of racing legends and connects it to a personal experience.

ProDriver’s language framework elevates the experience of the brand long before people push to start. Revving up its Elite Exhilaration tone of voice, the brand pits exclusivity with accessibility through a verbal identity that speaks to people who want to progress their skills and realise ambitions of being a legend for a day.

Reflecting the combination of two drivers in each F1 race team, the strapline consists of two driving sentences, each with its own distinct attributes. ‘Race through history’ speaks to Goodwood’s unparalleled history, the drivers, and its unique track. ‘Drive the future’ focuses on innovation, what’s to come and dreams becoming a reality.

Goodwood ProDriver colour palette waves an unmistakable flag that combines heritage and optimised digital colours, affirming the ‘old meets the new’ sentiments in the campaign strapline. Racing Green, Asphalt and Chevron provide classic base tones, while Barrier and Gold provide a thrilling pop of colour.

The photographic style captures black-and-white close-ups of iconic drivers and current driving coaches, as well as precision data such as time records and cornering speeds. Coupled with the statement ‘Your turn,’ the identity hands the wheel over to excited amateur drivers, providing the opportunity to take the position of real pros.