Sarah Yeseo Chang Design

PICKLE LOVER

Williams Racing’s Digital Experience

Visual Design, Product Design, Digital Marketing

2025

MY ROLE

Designing the feature end-to-end, working closely with product and marketing to craft motion experiences in detail.

Designed and optimized UI assets, marketing content, and motion graphics to enhance fan engagement

TEAM

4 Designers

TOOLS

Figma, Figjam, Adobe Photoshop, Adobe Illustrator, Adobe After Effects, Jitter

TIMELINE

June 2024 - March 2025

INTRODUCTION

Williams Racing is a British Formula One team, known for its rich history, independence, and deep connection with global fans. They offer fans exclusive experiences across web, mobile, and in-person touchpoints. We built scalable design solutions, interactive collectibles, and marketing assets across digital spaces to create an immersive experience that brought fans closer.

IMPACT

Fan engagement grew over 30% in the last year, helping Williams Racing connect with global audiences and earning two TRMA trophies at The Race Media Awards.

THE CHALLENGE

A deeper connection to the races beyond watching them live

Global fans expressed a deeper connection to the races beyond watching them live. While Williams Racing had a loyal fanbase, there was an opportunity to increase digital engagement and retention on the website, mobile app, and social media.

USE CASES: REMOTE vs. IN-PERSON

Wherever they are, they are fans!

IDEATION + CONCEPT DEVELOPMENT

Translating host city into collectible badges

Each badge captures the unique essence of its host city—its culture, energy, and race-day atmosphere—creating a collectible keepsake for fans. They celebrate the stories behind each F1 stop, offering fans a way to cherish and share their experiences throughout the season.

Design Goals

Lessons

48+ videos

Adaptive

Versatile and easy to read

Detail

Resources

78+ remixes

Bold

Distinct colors & symbols for each city

Detail

Unified

Harmonious & consistent with theme

Detail

Resources

78+ remixes

Unified

Harmonious & consistent with theme

Detail

Blog

6+ blog posts

Unified

Harmonious & consistent with theme

Detail

INTERACTIVE DESIGN

Unlock Animation

Each badge comes to life with a quick, satisfying animation when unlocked. It highlights city elements and adds a personal, celebratory touch.

NEW ITERATION

New visual direction for 2025 season

ADDITIONAL SOLUTIONS

Weekly social media templates

These templates ensured quick and consistent branding across Williams Racing’s social channels. The layouts were built for flexibility, allowing the marketing team to update copywriting, CTA, driver information, race results, announcements, and fan event posts with minimal effort.

Merch sale advertisements

These graphics aimed to promote merchandise drops and exclusive offers with bold visuals and clear messaging. Elements such as product images, discount details, and call-to-action buttons were designed for easy customization and increase the click rate.

Grid Pass Collectibles

These digital cards were designed as limited-edition collectibles for fans attending events, enhancing the in-person experience.

Driver Cards

These digital cards were designed as limited-edition collectibles for fans attending events, enhancing the in-person experience.

KEY TAKEAWAYS

I learned…

Adaptability

I learned how to stay calm and adapt quickly in a fast-paced environment where timelines shifted and client changes came in last-minute.

Visual Hierarchy

It deepened my understanding of balancing motion, text, and photography, ensuring every visual choice supported our wanted story.

Remote Collaboration

Working remotely pushed me to communicate actively, and consistently -> team stayed aligned, even across different time zones.