W Series Communicating the unique appeal and activation potential of the all-female series


As a racing category dedicated to only female drivers, W Series is a totally unique proposition in motorsport. Series organisers turned to GroupWhistle to help tell the W Series story and to create commercial partnership decks to engage with potential sponsors.

With no design assets or written content already in circulation, organisers relied on us to communicate the dynamism, passion, determination and legacy ambitions at the heart of the series through a new series narrative and powerful design theme.


After interviewing series stakeholders to get under the skin of W Series, we created a succinct ‘emotion deck’ that could be used to give prospects an impactful first introduction to W Series and its core values around diversity, equality and inclusion.

This narrative was then used in the bespoke partner proposals that we researched, wrote and designed. These documents contained crucial business case data, but also fully-illustrated activation concepts.

An example activation concept we developed for W Series and its prospect, British Airways, was the creation of a STEM showcase that could be used to promote the career opportunities for women and girls, and inspirational engineering, found in motorsport and aviation.

“The guys at Whistle provided fantastic support to W Series from day one, turning project briefs around in super-quick time and always delivering fantastic quality decks that were superb. Many stakeholders commented on how great our literature was and how clearly we told the W series story.”

Joanne Diamond

Former Partnerships Director

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