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Rhys Benham

Master of Design in Brand Design and Strategy — Brand Design & Strategy
Course:
650 Capstone
Faculty:
Petrula Vrontikis

F1 Esports

We're addressing community concerns by transforming F1 Esports from an exclusive, top-tier-focused model into a prismatic, inclusive platform. The existing structure left many racers feeling sidelined, but our changes aim to give every racer a place on the grid, making F1 Esports a true destination for all sim racing enthusiasts.
Learning Outcomes:
This project put my whole arsenal of strategy skills gained at ArtCenter to use. It taught me the importance of effectively incorporating community feedback into brand strategy. I also enhanced my skills in brand repositioning and user-centered design, focusing on creating solutions that resonate with both existing and new audiences.