Formula E
Reimagining electric street racing.

Formula E.

The ‘ABB’ FIA Formula E Championship is the world’s first fully-electric international single-seater street racing series. Consisting of ten teams and 20 drivers, Formula E delivers world-class racing to 11 cities over five continents, throughout the seven-month Championship season. Bringing racing rivalries to city streets, set against some of the most iconic skylines in the world – such as New York, Hong Kong, Paris, and Rome – Formula E is racing, reinvented.

Gamify the race experience.

Formula E undertook a comprehensive rebrand, created by the in-house team, for the launch of the new racing season with a new sponsor. DixonBaxi partnered with the in-house Formula E team to create an immersive, new global TV experience that redefines the future of racing through innovative race graphics, heroic title sequences, augmented-reality and head-up-display systems that transform and gamify the viewing experience. A motion behavior inspired by inertia underpins the precise infographics that translate the live telemetry data in real-time.

A new era.

These innovations will continue to propel Formula E into the future, setting new benchmarks for the industry, enhancing viewer participation and challenging the nature of street racing. “This is a revolution. Formula E is going to shape the way we drive our cars in the future.” Alejandro Agag, Founder, and CEO.

Discover Formula E

Reimagining the future of electric street racing for FIA Formula E.

Gamifying the race, augmented-reality and radical new head-up-display.

An evolved UI design language built with precision to tell the story of the race.

Motion theory inspired by inertia turns live telemetry into immersive race status.

“This is a revolution. Formula E is going to shape the way we drive our cars in the future.” Alejandro Agag, Founder, and CEO.

Setting new benchmarks for the industry, enhancing viewer participation and challenging the nature of street racing.