Top Gear Top Site

Top Gear is one of the BBCs most popular and endearing brands, spawned from a television phenomenon which regularly attracts more than eight million viewers. Top Gear is already screened in more than 100 countries and BBC Worldwide is working to build on this success with versions of the programme airing in Australia and NBC planning an American version. In tandem with this expansion, the online activity of the brand has also been stepped up with a dedicated section on YouTube and the development of new site with new features, additional content and a range of new sub brands.

Engine Creative have been working with the Top Gear team to create the visual elements of the site relaunch by creating online identities for the five new blogs as well as the ambitious ‘Car Chooser’ section of the site.

Engine Creative’s Managing Director Matt Key describes the experience:
“Working with the Top Gear team is always a great process and is very much like the live show in many ways with different members of the team bouncing ideas off each other at such a rate that our job is often to focus and refine concepts so that they work. The blog brands reflect the team’s passion for retro graphics and a different era in racing; all given a characteristic Top Gear twist for the web.”

The five new blog brands each have their own distinctive personality to in line with the new format from ‘Horsepower’ which includes regular contributions from the big three, Clarkson, Hammond and May to ‘Transmission’ where you can read all about what’s going on the TV show.

Engine Creative have also created a brand and interface design for the big new feature on the site which aims to become the definitive place to go if you are looking for a new car online. ‘Car Chooser’ is a comprehensive index of every car on sale in the UK with an intuitive interface and unique functionality aimed at helping users choose their next car.

“‘Car Chooser’ is our other new brand. It’s been insanely complicated to build and our aim is to genuinely open up users eyes to less obvious choices when it comes to choosing a car. It’s fun. Have a play!” enthuses Top Gear’s Editor Michael Harvey.

Engine Creative’s heritage in the automotive industry includes working with significant automotive brands including Parker’s (website refresh), MCN (advertising campaign, event collateral), MTV’s Pimp My Ride (car graphics), Ride (interactive DVD kiosks), Bike (illustrations), Toyo Tires (advertising), Autosport International and Pistonheads (UK TV advertising campaign, event collateral), Redline (magazine refresh, illustration), Max Power and Max Power Live (Magazine redesign, advertising campaign, event collateral). Ever the conscious citizens, Engine Creative have also been working on road safety campaigns for various UK government initiatives to complete a truly well-rounded portfolio of work for the industry.

The new site is now up and running! –

For more information, see the article in Design Week.

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