SailGP
building an unstoppable global brand
every brand has a story, something that sets it apart from its competitors.
SailGP— a global racing brand featuring teams owned by likes of Ryan Reynolds and Hugh Jackman —is big and bold, and its brief was to build a brand platform that was fierce and fearless and showcased all that was good about the sport.
for the 2025 season, we landed on unstoppable which helped showcase the action, drama, and excitement on the water, as well as the rapid growth of SailGP off it. below is a sample of some of that work.
unstoppable
visually, we took inspiration from hollywood, the block-style of the Steve McQueen version of The Thomas Crown Affair and the live-action version of Cowboy Bebop.
for the copy, we wanted to be playful and impactful, so built a messaging framework around punchy complete sentences, single words used in triads, and re-enforced the brand identity with repeated use of ‘This is SailGP’.
Team:
Creative Directors: Steve O’Rourke & Tom Genower
Copywriter: Steve O’Rourke
Art Director: Tom Genower
Strategist: Linda Palacios
Client Lead: Gen Woods
