Bullfrog partnered with the Australian Grand Prix Corporation to launch the new “Expect Nothing Less” brand platform for the Australian leg of the Global F1 circuit, redefining it as more than a sporting event, but a cultural phenomenon. Through strategy, creative, and design, Bullfrog energised marketing and event experiences, setting the stage for Melbourne’s iconic Formula 1 event until 2037. In 2026, the Melbourne F1 attracted record numbers, with close to half a million fans attending over 4 days, its most successful attendance in history.

My role as DD included art direction, typography, and image treatment, overarching design principles, templates, and supporting icons/graphic elements exclusive to Australian event, which were rolled out by the Aus GP internal team and its vendors nationally.