I/AM is the fan membership programme for Aston Martin Formula One, developed while employed at Havas Helia. I/AM initially existed as a name, lock-up and a small set of key visuals; my role was to evolve the identity into a complete visual system and create a scalable toolkit for rollout across channels.

The project aimed to establish a clear, premium identity that could appeal to a new, culturally engaged audience while deepening loyalty with existing fans. The system is built around the Apex, derived from the forward slash in the I/AM lock-up, representing the convergence between the individual fan and Aston Martin.

Balancing high-end brand cues with contemporary sport culture, the identity uses acid green as a core colour and candid, in-the-moment photography to convey access and exclusivity. The outcome was a clear, flexible toolkit that enabled a consistent and confident rollout of the I/AM identity.