Apollo started as one logo and sprawled into a branding project for a fictional F1 team, including web, social, and apparel designs. F1 offers a unique identity for high-level sport and high level luxury brands. Companies like Louis Vuitton, Ferrari, and Tag Heuer already work in Formula 1 to build both of these elements in their brands.

This project also was exploration in ethical uses of AI for design. AI images were heavily edited to produce graphics. Since there is no real Apollo F1 team, AI can be used for conceptual work. In products that would go to market, these conceptual pieces could be replaced with actual photography. No AI was used in other design assets, such as the logo, infographics, etc.