The challenge
Launching a sport that didn’t exist, meant designing with no results, no archive and no fan base. The website had to convert visitors into fans through storytelling, for a Gen Z audience raised on Netflix.

Why it was brave
E1 asked us to design the home of a sport that existed only as a vision. That required a client bold enough to invest before the first race.

Our impact

• 450k website visitors at launch
• 5 mins average time on site per visit
• 1,200+ backlinks from global sports and entertainment media
• Recognised with a BIMA Gold Award

How we thought about it

E1 wasn’t a sport, it was entertainment. We asked what Netflix would build if it owned an electric powerboat series, and designed from there.

What we did

• Designed a media-rich web experience inspired by Netflix
• Created a 3D tool letting fans personalise their view of the first electrified powerboat
• Incorporated motion to give the website a gamified feel
• Built multi-perspective race viewpoints
• Designed for Gen Z engagement

The Launch Website
We designed and built E1’s global launch website: sleek, responsive and immersive. Every element reinforced E1’s brand identity while delivering a compelling user experience.

The RaceBird Experience
The centrepiece was Meet the RaceBird: an interactive deep-dive into the world’s first electrified powerboat. Users explored multiple angles and customised liveries, building connection to the sport before race day.

Motion and Gamification
Motion was built into every layer to mirror the speed and energy of electric racing. The result felt less like a sports website and more like a game trailer.