The Australian F1 Grand Prix has announced a new brand strategy, 'Expect Nothing Less', developed by Melbourne-based creative agency Bullfrog. The new brand system and campaign work are set to launch ahead of the general and grandstand ticket sales on October 8.

Melbourne will host the opening race of the global season, and the city will continue to host the event for the next 15 years. The new platform is designed to capture the growth and changing dynamics of attendees, with a focus on the future.

The new brand direction aims to build excitement for the 2025 racing season and reflects the sport's evolution into a cultural phenomenon. The new brand will be rolled out through all marketing, brand behaviours and event design from September this year.

Lani Evans, Division Manager, Brand at Australian Grand Prix Corporation, said, "The event has undergone a tremendous evolution in recent years, as demand for tickets increases and our audience diversifies. With the current contract seeing Melbourne hosting the event until 2037, it was important we reflected our changing demographics and gave ourselves a platform to build on for the future."

Last year's F1 event attracted a record crowd of 452,055 spectators, with women making up 40% of this number, making the Australian event the most female-centric globally.

“For Melbourne, it’s everything we love about this liveable city that drives our race experience. Our goal was to reflect our city’s commitment to extraordinary and drive to push things right to the edge of what’s possible. Playing a role in defining something as iconic as the Formula 1 Australian Grand Prix for the next decade was a dream come true," said Evans.

The creative also represents the ongoing evolution of the sport into a cultural phenomenon beyond the race itself – supercharged by Netflix’s Drive to Survive.

"The most iconic events on the Formula 1 calendar have a strong and singular focus," said Mike Doman, Executive Strategy Director at Bullfrog.

"For Melbourne, it’s everything we love about this liveable city that drives our race experience. Our goal was to reflect our city’s commitment to extraordinary and drive to push things right to the edge of what’s possible. Playing a role in defining something as iconic as the Formula 1 Australian Grand Prix for the next decade was a dream come true."