Client
McLaren is a British luxury car manufacturer renowned for its high-performance supercars and success in Formula One racing. Founded by New Zealand racing driver Bruce McLaren in 1963, the company has become synonymous with speed, precision, and engineering excellence. With 183 race wins, 12 Drivers’ Championships, and 8 Constructors’ Championships, McLaren’s Formula One team is the second most successful in history. Today, McLaren is a global brand with a strong presence in markets around the world, producing some of the most innovative and sought-after supercars on the market.

Thinking
Although McLaren has a successful business and a strong external brand, its employees lack a sense of belonging and are discontent with their work environment. Interestingly, the company’s existing brand guidance does not feature any photography of its employees, which presents an opportunity to refocus on the people who make up the organization. As part of a rebranding effort, we propose a new photography style that takes a more personal and informal approach to showcase the employees. Additionally, a “white boundary” framing device can be used to highlight the individual importance of each employee and convey a sense of exclusivity and prestige.