Enaam Ahmed

Enaam Ahmed is a British Pakistani racing driver. In 2024 I worked with his marketing agency to create a series of decks aimed at bringing in partners for a push towards Formula One.

The decks were an asset rich tapestry moving through every aspect of Enaam's career and the potential for partnerships within the motor racing industry.

As is typical with motor racing, there was an abundance of assets to work with.

Working on the decks also gave me chance to experiment with creating liveries based on potential sponsors and their corporate identities.

Creating the liveries required a completely different approach to Photoshop, moving from page layouts to compositions. One of the most difficult things was applying the base colour onto a white car model while retaining realistic level of shading.

The decks were heavily layered to incorporate inset imagery, timelines and typographical information.

I used the Rajdhani typeface because its mechanical strokes and slightly rounded corners fit the technical aspect of Enaam's sport. The multiple weights also helped in creating emphasis within crowded layouts.

Although the decks were assembled in Photoshop, many of the elements were created in Adobe Illustrator. The integration between the applications proved to be beneficial when dealing with the more complex layouts.

There had been a point where we tried a less saturated version of the display text before moving back to the bright yellow letters.