// WELCOME TO THE GRID
Cadillac made its Formula 1 debut in 2026 as the sport’s newest team. As part of the creative team, we crafted the foundations for the brand’s new identity, art direction, and digital experience. Drawing from Cadillac’s heritage, we built a design language that carried its legacy while giving the new team a distinct expression of its own. The new identity extended into a digital experience that gave fans a place to discover the team, follow its journey, and engage with the team. Unveiled during Super Bowl LX, it marked the beginning of Cadillac’s next chapter in Formula 1.
Role: Creative Director
Agency: Digitas
< THE CADILLAC MATRIX >
Taking inspiration from the Cadillac crest, the Cadillac Matrix is a geometric expression of Cadillac’s heritage. Using this as our base, it created the foundation of our design language: geometric, bold, and precise.
< A NeW LANGUAGE >
Pushing the Cadillac Matrix further, we developed a coded expression that translates characters into Morse code, which are then mapped into the geometric framework. We transformed this process into a micro app, enabling teams to generate and apply these graphics across designs. This hidden detail created a unique layer of meaning, allowing the brand to communicate in a language of its own.
< Every Detail Considered >
Inspired by Cadillac’s iconic chrome finishes, we extended the material language into the digital experience. The header acts as a reflective layer, transforming everything beneath it into chrome as users move through the site.
< Lights Out >
Unveiled during Super Bowl LX, the identity and digital experience gave Cadillac a bold debut on the grid. Built to evolve with the team, the foundation continues to shape Cadillac's presence as it grows within the sport. This new chapter extends beyond the track, introducing the brand to a new audience and culture shaped by Formula 1.
