The Challenge

Online brand identities, user interfaces and all by the end of the first lap.

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Top Gear is one of the BBC's most popular and enduring brands, spawned from a television phenomenon which regularly attracts more than eight million viewers. Engine Creative is a long-standing creative partner for the Top Gear team, supporting online activity as part of their push for global domination. We know the brand inside out and have the capability to deliver everything from site UI to interactive content.


As part of our creative partnership with Top Gear, Engine Creative has developed new online brand identities for various sections of This work involved creating five different logo and blog designs as well as a sub brand and intuitive user interface design to reflect the unique functionality of the Car Chooser section of the site. We are also using augmented reality to link online Top Gear content to the printed magazine pages, created Stig's Eye View circuit interactive microsite and a 3D animated reconstruction of Richard Hammond's infamous 'dragster incident'.
The Payback
  • Our unique understanding and close relationship with Top Gear helped define the extension of the brand in the digital space.
  • Content creation has contributed to nearly 18 million YouTube channel views and 10 million Facebook likes.
  • Helping to create the leading online destination for petrol heads worldwide.
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