Liquid I.V. X F1 Miami
Liquid I.V. was the F1 Miami Grand Prix 2025 Event Sponsor with limited time only packaging and a VIP race house next to the finish line. As my first project with LIV, I jumped in with our CD to create a world departing from our tight brand standards, and brought new energy to the campaign and the brand. Leading design for this project, we created a full 360 campaign with billboards, airport banners, in-store signage, digital ads, and an organic social launch that was one of the highest viewed of 2025 for our social platforms.
Liquid I.V. Creative Team:
Creative Director: Stevy Wang
Design: Ethan Schaffer, Annie Hwang, Keaton Webb
Art Direction: Sooyeun Kim
We wanted our color palette to feel alive and in motion. Using Liquid I.V.’s primary blues and lime green and adding in an orange, representing both Miami and our Mango flavor launching at F1, we created a series of gradients that were used across all assets. The gradients show the day-to-night nature of the F1 Miami Grand Prix and the energy present at the event.
For typography, it was important to keep the motion at the center. We landed on a halftone font as the header showing the energy felt while on the racetrack. The rest of the system is composed of Liquid I.V.’s brand font, Chromatic Pro.
We created a custom race track pattern to bring every touch point to life. The inspiration came from the idea of watching the final lap flag and crossing the checkered finish line to victory. Seeing it not as a static pattern, but a blurred, slanted, not perfect grid. The victory moment also speaks to our customer finally feeling hydrated after being in the Miami heat representing vitality for this collaboration.
