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MOX · PR & communications

MOX Formula E Brand Identity

MOX returns to the design press with a feature in It's Nice That covering the agency's brand identify work for Formula E.

Engagement window
September 2026 – October 2026
Client
MOX
Audience reach
5.5M
Combined publication audiences; not a count of people who read the coverage.
Estimated views
110K
Modelled coverage views; not measured readership.
Pieces of coverage
9
Pieces of coverage.
Average quality score
62
Average coverage score reported by the source.

Executive summary

MOX was appointed to create Formula E's new brand identity for the GEN4 era. The press campaign aimed to position MOX as the agency behind the work, and to win some design press. The story led on craft: a bespoke typeface built with All Purpose Studio that flexes by speed, a 30-degree icon and the Surge palette. Design titles were offered the detail of the system, and trade press the strategic story, with Matt Bolton as MOX's voice throughout. The campaign secured 9 pieces of coverage, including MOX's return to the design press with a feature in It's Nice That alongside Campaign, LBB and Design Rush. Wider coverage of the work can be found in The New York Times' Athletic as well as multiple motorsports titles.

The method

The Thought Leadership Engine, applied to this engagement.

01 / Extract

The work was taken apart before the release was drafted written. Three things nobody else could claim: a bespoke typeface, built with All Purpose Studio, that flexes by speed; a 30-degree icon; the Surge palette. Interviews with Matt Bolton drew out the decision behind each one and the GEN4 context that made the timing matter. One craft story, one strategic story, one voice.

02 / Sharpen

The same work was cut two ways. Design titles got the system: type mechanics, icon geometry, palette rationale, assets showing the identity in motion. Trade press got the strategy: how a creative practice wins a global motorsport rebrand. Every pitch was written for one title, not a list. Matt Bolton was the only named voice, so every piece built the same profile.

03 / Deploy

Sequenced, not sprayed. Campaign took the exclusive. It’s Nice That was approached next, because a design title was the goal. Wider design press and trade followed. Each journalist was pitched individually with the angle and the assets. This was not a press wire release.

04 / Compound

Nine pieces, and they stack. It’s Nice That and Creative Boom put MOX back in the design press — the credential that unlocks the next design title opportunity. Campaign and LBB gave CMOs an agency name to attach to the work. Then the story travelled: The Athletic and multiple motorsport titles covered the identity, carrying MOX’s work to niche audiences. Every piece now feeds awards, new business and MOX’s own channels. The campaign keeps earning after it ends.

Coverage highlights

Full coverage

Explore every coverage link supplied for this case study.

Message pull-through

  • MOX Creates New Brand Identity for Formula E's Next Era of Racing

    Mentions
    9
    Peak score
    69
    Average score
    62

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