Formula E is an auto racing championship that serves as an electric car only counterpart to the Formula One series. As a way of innovating new automotive components for electric vehicles, TE Connectivity sponsors a team, and has direct access to a vehicle for product development. In 2016, they hosted a series of race day experiences in different cities worldwide for select engineers within the company. A guidebook, agenda pamphlet, and environmental graphics were created and made available at each event. A bold, colorful, high-energy approach to the design was utilized to capture the excitement of the racing experience. A little reinterpretation of the brand guidelines to mesh with the racing theme created a fresh feel while still adhering to core principles.