Reviving a Legend

Gilles Villeneuve
How do you build a brand for a legend? Gilles Villeneuve was more than a driver; he was a cultural icon whose legacy is a mix of fearless driving and pure passion. Inspired by an iconic sporting heritage, the Villeneuve family’s ambition was clear: reclaim ownership of the complete story and ensure his legacy inspires a new generation.

A Brand Defined by Chapters

Our process began with a simple question: What if the brand itself became a living tribute to Gilles’ extraordinary journey? Drawing inspiration from the many chapters that shaped his ascent, we imagined a brand that is both a celebration and an invitation, guided by Gilles’ core qualities. The vision was to create a platform where fans and newcomers could connect with the spirit of Gilles Villeneuve.

Building the Experience

The Signature Logo

The signature-style logo, which echoes Gilles’ own handwriting, is a symbol of authenticity. It balances his personal mark with a modern design robust enough to anchor the brand across. The color palette and textures evoke vintage racing while feeling fresh and relevant.

The Timeline

The timeline graphic is a visually-driven narrative tool that anchors the Gilles Villeneuve brand experience. Designed as an interactive journey, it maps out the defining chapters of Gilles’ career: from his early days racing snowmobiles in Berthierville, through his breakthrough victories in Formula Ford and Formula Atlantic, to his iconic first Formula 1 win and rise as an international motorsport legend.

The Official Website

The e-commerce website serves as the main reference for Gilles’ legacy, hosting exclusive, official merchandise, capsule collections and stories. Every detail was designed to bring out the thrill of racing while honoring Gilles’ raw skills and instinct.

Official Merchandise

The official merchandise was designed in-house by Sid Lee, who oversaw every stage of the creative process—from concept to final product. Given the team’s deep appreciation for vintage motorsport aesthetics, they drew inspiration from the iconic graphics and bold typography of Gilles’ era. Each piece was then carefully crafted with a modern twist.

Global Reach

Gilles Villeneuve’s new social channels take his legacy beyond the website, turning history into conversation. Through curated content, fan-submitted memories, and original stories, these platforms transform the brand narrative into an ongoing conversation, inviting younger, global audiences to discover Gilles.

A Legacy in Motion

The Gilles Villeneuve brand isn’t just looking back, it’s driving forward.  It’s a hub for storytelling and inspiration. By blending design and digital innovation, Sid Lee transformed a revered legacy into a living brand experience, empowering a new generation of fans to keep the legend’s spirit racing forward.