Case Study: Goodwood Festival of Speed broadens its appeal with UnitedUs

Goodwood Festival of Speed reaches 1.2 million Instagram followers with UnitedUs

The customer, Goodwood Festival of Speed, faced the challenge that its promotional materials traditionally focused on a single dimension—fast cars—despite the event being a multidimensional celebration of car culture, heroes, and dreams. The vendor, UnitedUs, was engaged to develop a new campaign identity that would more accurately represent the full festival experience and speak directly to its diverse audience segments.

UnitedUs created a versatile identity system for the Festival of Speed, reframing its brand communications through a suite of digital, social, and print assets. The solution used a 'chevron' motif taken from the original logo to frame fresh perspectives and categorised messaging, making the campaign more relevant to today's audiences. The vendor's work, which included on-site photography and concept development, successfully communicated the varied aspects of the event. This resulted in the campaign being seen by over 1.2 million Instagram followers, allowing UnitedUs to speak more directly to the festival's broad audience.

Goodwood Festival of Speed