Williams fans had the unique opportunity to select the new livery for the team’s race cars. Gulf, a partner of McLaren, collaborated with Williams to conduct an eye-catching experiment during the Monaco GP. Instead of making the decision themselves, Gulf left the final choice up to the fans. The Williams marketing department presented four options: Heritage, Contemporary, Visionary, and Bolder than Bold. While the Heritage option resembled the 2021 McLaren livery and paid homage to Gulf’s history in sportscar racing, the other three options offered modern interpretations of the Gulf theme. Team boss James Vowles expressed his preference for the Heritage option, but ultimately, the fans voted for the Bolder than Bold design in a close contest. Over 180,000 votes were cast across three knockout rounds, leading to the unveiling of the winning livery in London.
A Defining Moment for Williams Racing
James Vowles, reflecting on the outcome of the fan vote, emphasized the significance of the competition in shaping the team’s visual identity. He praised the winning design for capturing the essence of the Gulf and Williams Racing partnership by honoring the past while looking toward the future. Vowles believed that the new livery would create a defining moment when it debuted on the track later in the season. Gulf International CEO Mike Jones expressed his pleasure in collaborating with Williams Racing and involving the fans in the campaign. He acknowledged the incredible response from the fans and emphasized the shared vision of a bright modern future between Gulf and Williams Racing.
The Bold and Quirky Bolder than Bold
Ed Scott, the head of creative at Williams, led the team responsible for designing the chosen livery. He described the Bolder than Bold design as an opportunity to break the mold and create something quirky. The design incorporated the Gulf branding in a non-traditional way while still maintaining a recognizable Gulf aesthetic. Scott explained that the design team had the freedom to explore various concepts but aimed to create something exciting and bold. They drew inspiration from past concept liveries, breaking the Gulf stripe into a Chevron pattern and incorporating it into a camouflage design. The final touch included solid orange Gulf-colored lines and angles across the car. Scott acknowledged the challenge of incorporating camouflage into the livery without overshadowing the sponsors. The team successfully integrated the camo pattern in a way that complemented the car while maintaining a clean and visually appealing look.
A Unique Collaboration and Exciting Future
Gulf’s collaboration with Williams Racing allowed fans to play an active role in shaping the team’s visual identity. The overwhelming response to the fan vote made the competition extra special. The partnership between Gulf and Williams Racing is built on a shared vision for a bright modern future both on and off the track. The unveiling of the new livery marks the beginning of what promises to be an exciting year for both companies. The Bolder than Bold design represents a departure from convention and showcases the creativity and innovation of the Williams team. As the new livery takes to the track, it symbolizes the continued evolution and progress of Williams Racing, highlighting their commitment to delivering thrilling experiences for fans and achieving success in the world of Formula 1.
Leave a Reply