Lance Stroll

Branding fit for an F1 pioneer

Lance Stroll

Riding high in the Formula 3 Euro series and part of the Williams F1 Driver Development Programme, Canadian racing driver Lance Stroll approached MSL to help develop a personal brand and online presence to support his attempt to secure a coveted drive in Formula 1.

MSL worked closely with the then-17 year old to create a personal brand that would become the instantly recognisable ‘mark’ for Lance, across everything from clothing to content.


Having developed a distinctive, cutting-edge mark, MSL then embarked on bringing Lance’s racing story to life on a personal website.  Piecing together the story of Lance’s development, as both a racing driver and a man, resulted in a truly compelling online experience designed to surprise and delight the young man’s growing fanbase and also attract commercial sponsors.

The result is an innovative website, with an interactive timeline and lots of specially-commissioned video and photo content that brings Lance’s talent and personality to the fore.