F1inTO
Events
Brand Identity
Event Marketing
Partnership
Digital
Toronto, Canada
We built Toronto's Formula 1 brand from zero.
2026
Summary
F1inTO didn't exist before Culture Cartel built it. Brand. Visual identity. Digital presence. Campaign strategy. We created Toronto's dedicated F1 fan platform from the ground up during Formula 1's fastest period of growth in North America. The F1inTO x Culture Cartel collaboration became one of the most recognisable pieces of motorsport brand work in the Canadian market. It now anchors Culture Cartel Live's motorsport division.
Challenge
Formula 1 in North America was having a moment. The audience was growing fast, especially in Toronto, but it was scattered across platforms with no real home. The opportunity was obvious. The window to own that space was narrow.
Solutions
We created a motorsport-native brand with genuine Toronto DNA. Bold identity built for a city that takes culture seriously. A content strategy that spoke to hardcore fans and new converts at the same time. Partnerships and activations that gave F1inTO credibility fast. The brand is now a flagship for Culture Cartel Live.
Project Highlights
