Claude x Atlassian Williams F1 Team | The Pattern of Thought: Fan Zone Experience
How might Claude’s freehand, friendly minimalism coexist with the aesthetics of motorsport?
[WIP – full case study tk]
Claude and the Atlassian Williams F1 Team approached Acronym to create a fan-zone experience in London to give F1 fans a visceral, front-row view into their partnership.
The “Pattern of Thought” livery, originally designed by agency partner Mother, was the basis for a design system that defined the interior surfaces of the space. It’s an amalgam of Claude’s clay with Atlassian Williams F1’s bold blues, rendered to appear both technical and organic at once.
The team rebuilt and animated the pattern, and projection-mapped it to the lower level of Picadilly Lights. The experience was set up so that groups of ten visitors at a time tested their mettle in a time attack trial on a legendary F1 racetrack. Lap records were immediately reflected in a persistent leaderboard, refreshed each day of the event.
After their race, visitors filled out short questionnaires on a bespoke web app developed with our friends at wild. Claude analyzed visitors’ self-assessments against their actual performance data, and offered suggestions for improvement.
Visitors were provided with digital takeaways which featured their best lap times, their Williams alignment (which of the two drivers they most resembled), and their Driver Persona – one of twelve possible profiles we crafted to accommodate drivers of various ages and skill levels!
The Persona graphics were unique to each visitor, featuring real-time generated designs inspired by cymatics…so even if you and your friend shared a Persona, you’d receive your own personalized Pattern of Thought.
Every surface of the experience blended and contrasted the distinct sensibilities of Claude’s and Atlassian Williams F1’s brands. The former trades in premium materials, understated but refined typography, and organic colors. The latter is laser-focused on the future. The app, the projected interfaces, and the materials in the physical buildouts all played with this tension, cohering into a space that felt technical and warm all at once.
Credits (Residence | Acronym/BUCK/wild):
[full credits tk]