Work / Life: Head of Brand Identity

A day in the life of…
Christian Clogger, Head of Brand Identity

What are you responsible for in your job? What does that involve, what do you do, who with?
I head up the Renault Sport brand expression for all aspects of creative material related to Commercial, Marketing and Communication activities of Groupe Renault’s racing teams. These projects can be as diverse as creating the livery of the race car through to generating content for our social media channels. We are a small team of five, with varied skill sets ranging from multimedia and graphic design through to merchandising and 3D modelling. In short, if it is coloured yellow and black and has a logo, it sits under the remit of myself and my team!

Describe a typical day in your job.
There isn’t really a typical day. Towards the end of each season, we are looking to create new ideas for next year and this becomes a bit of a juggling act, balancing new creative work with routine work. The middle of the season generally allows for a more predictable day. I frequently work to a schedule around the race weekends, producing content for each race with the team. I have to make sure that the correct branding is designed, produced and applied to the car, digital garage and social media channels and that it is communicated to the relevant people. I also work with the show car and marketing teams with any events that they get involved with. In between the races and events, I tend to concentrate on more routine tasks such as rebranding the factory (Enstone) as there is a lot of new buildings to brand!

How did you get the job? What is your background and why did you take this job?
I initially worked on several freelance projects at Prodrive and Williams. It was when I was introduced to Mike Gascoyne and Silvi Schaumloeffel (Head of Marketing and Communications at Lotus Racing) that I got my first role within F1. This role continued through the varying iterations of Lotus Racing, Team Lotus and Caterham F1 Team until its demise in 2014. It was at this point I went back to freelancing, rebranding Queen’s Park Rangers for the 2016 season and working in various motorsport categories including BTCC, IndyCar and WEC. In the middle of 2015 I got a call from Cyril Abiteboul asking if I wanted to work on a new Renault F1 Team identity. When he offered me a permanent role at the start of 2016, I didn’t hesitate. The opportunity to work for a works team was too good to turn down.

What is your most memorable moment…
Alexander Rossi winning the Indy 500 in 2016. I had been working with him for a long time and it felt good knowing I had been part of something special. Russia 2016 was pretty special for me too, when Kevin Magnussen came home in 7th for Renault and got six points. They were my first F1 points after five years of working in the industry! I’m looking forward to many more with the team.

And the worst part of your job…?
Being away from my family. I spend long periods of time away from home.

The best part of your job then…
Knowing that 600-odd million people get to see your work every weekend, as the car pulls out of the garage.

What do you do after work? How do you unwind?
I tend to go running and have recently introduced my son to karting, as a result of his interest in motorsport.

What do you do before going to sleep?
If it is a flyaway race weekend, I’m generally answering emails from the race team from another time zone.

Plan B… If you weren’t doing your job, what would you have done instead? I’d run a garden centre. I had a secret life propagating Japanese maple trees before F1.