Re-Defining a Motorsport Giant

  • Branding
  • Strategy

The Approach

M-Sport, headed up by legendary British Rally World Champion, Malcolm Wilson OBE commissioned Automotive branding experts WDA Automotive Marketing, to evolve the M-Sport identity to create a brand that would be used on their commercial range of performance edition cars and vans. With WRC championship titles, an enviable driver line-up that included multiple WRC World Champion, Sébastien Ogier, retaining a visual link to brand M-Sport was critical. Customers of the performance vehicles want to buy their own slice of that world championship spirit.

After creating a range of ideas to help M-Sport achieve their vision, the team at M-sport settled on ‘MS-RT’, an automotive inspired abbreviation of ‘M-Sport, Road Technology’, a considered piece of Automotive branding that helps explain to the customer the transfer of Rally Technology to the Road. The visual aspect of the identity took elements of the M-Sport brand. A simplified and instantly iconic version of the chequered flag that works across all the applications, particularly on Sébastien Ogier’s WRC livery!

Re-Defining a Motorsport Giant Automotive Marketing Project

How WDA can help drive business for you


We create differentiation and stand-out by properly leveraging the one thing which makes every Automotive business unique - its brand.

Digital Marketing

We create striking and highly engaging Automotive focussed marketing campaigns, taken to market through your customers favourite channels.

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If you've got a brand or campaign project coming up. We'd love to talk to you about how we can help.

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