Work undertaken for Doggett Jones

It has been a privilege to lead the Castrol EDGE brand identity since 2005, beginning with the redesign of the brand mark. At the time, Castrol aimed to shift focus from traditional petrol-heads to performance-oriented, influencer drivers who value power and control behind the wheel.

A custom-drawn typeface was developed with sharp, angular forms to reflect performance and precision. Initially created in 2D, the final marque was rendered in a distinctive bevelled, champagne gold 3D form — a powerful and enduring identity now recognised globally.

Over the years, I’ve delivered assets for a wide range of applications, including F1 and rally car livery, bespoke digital perimeter boards for UEFA Euro 2012 (which I personally tested on-site), and co-branded OEM packaging. I’ve also developed event guidelines and produced artwork for the Alpine F1 car.

With Castrol’s recent brand refresh, a 2D flat version of the EDGE marque has been adopted to align with the broader packaging system, while maintaining continuity with the legacy of the brand.