SomeOne is one of the UK’s leading branding practices for sports. Having been behind the new strategic brand work for British Athletics, Tottenham Hotspur, McLaren, Dubai Golf and The London 2012 Olympic & Paralympic Games.
But we’ve never worked for a racing driver. Until now.
I dream big and I dream of becoming one of the greatest British racing drivers. The margins at the pinnacle of motorsport are so slight that every corner, every decision and every hundredth of a second counts — it’s all in the detail on and off the track.
Jack Manchester is on a meteoric rise through the racing tracks of Europe. High velocity activities run in his DNA.
After becoming one of the youngest pilots to solo in a helicopter and aeroplane at 17, Jack turned his skills and feel for speed to motor racing.
Cutting his teeth in the UK and European Radical Championships Jack quickly established himself as one of the best racers on the Radical circuit. A regular on the podium from the outset, Jack’s 2017 season culminated in eight podium finishes, including three wins in just four race weekends at the end of the year, placing him third in the European Championship.
In 2018 Jack is racing across Europe in both the Blancpain GT Series Endurance and Sprint Championships in the Mercedes AMG GT3 with AKKA ASP, one of the leading teams in the series.
The time had come to establish a strategic visual and verbal brand identity system for the track star.
Working closely with Jack and his management we looked at Jacks race preparations and discovered a reputation for an unusually calm, measured and detailed approach amplified by a fierce ontrack standard. A position of working from ‘in the details’ was adopted throughout all touchpoints.
Jack’s style of race is as much about a cool, calm and collected state of mind, as it is about the thrilling flair of execution he delivers in-race. So the branding reflects this.
His new wordmark removes unnecessary letters while remaining clearly readable.
The love of racing is clear for Manchester, so the monochrome clarity of the branding reflects this across all primary branded elements including an all new digital hub for the driver, designed by SomeOne.
A calligraphic cherry blossom symbol takes a more fine grained approach. Embedding not only Jack’s love of Japanese culture and methodology, but also stems from his initials JM. The branding has been applied to all primary brand touchpoints including merchandise, race wear and livery.
We’ve designed a site that is entirely bespoke and created for Jack’s growing fanbase to remain connected to the track, stats and behind the scenes.
We worked with two photographers to capture both the thrill of the chase and the calmer moments between races. Long time SomeOne collaborator Sorted developed a new way of showing Jack’s off track style.
Photographer Simon Weller is now part of the race team, travelling across Europe documenting the fine-grained preparation and high speed twists behind the scenes.
The new brand work is now in place ready to support the new season of racing. With full social media support and integration, as well as live updates on and countdowns to races. Visit jrmanchester.com as we continue to support Jack & his team in his journey to the podium.