TAG HEUER x F1

A year ago, I had the privilege of collaborating with ALTER BUREAU
on the iconic partnership between TAG HEUER and F1 ,
marking TAG Heuer’s return as the Official Timekeeper for the upcoming seasons.
As part of this collaboration, I worked on defining the foundations of
the new art direction and the global visual identity for TAG Heuer.
 This identity was developed across a comprehensive visual ecosystem,
covering social media, print, retail, and environmental signage.
 Our goal was to craft a strong and cohesive graphic language—one that embodies precision, excellence, and performance,
while visually bridging the worlds of Formula 1 engineering and Swiss watchmaking craftsmanship.

Below is a selection of visual explorations and WIPs from the creative development phase.

All visuals shown are draft concepts and design tests that were not part of the final selection.

Visual exploration details
1–4 — Early teaser visuals announcing TAG Heuer’s return to Formula 1. 
5 — Creation of a checkered flag and racing circuit layout, designed using the iconic TAG Heuer shield as a graphic structure. 
6 — An alternative social media announcement concept for the partnership reveal. 
7–12 — A series of graphic and typographic tests exploring the future visual system for print and digital communication. 
The main objective was to establish a modular grid and targeting system to highlight taglines, logos, and product visuals with clarity and consistency. 
13–14 — Title designs and key artworks created using the new visual language to showcase various watch models. 
15 — Final implementation of the new graphic system across official brand assets.