The MADMAC car lit in a dark studio beneath the MadMac wordmark.

MadMac

Mad Mike and Space Collective engaged Mink to support the branding and visual direction for MADMAC, a one-off rotary-powered McLaren P1 drift hypercar developed with Lanzante and O’Gara.

Working closely with Mad Mike Whiddett, the project included collaboration on MADMAC wordmark. Multiple logo variations were explored from Mike’s initial direction, taking cues from an earlier McLaren wordmark before landing on a sharper, more aggressive final form. The work extended across transport graphics, presentation material, skateboard graphics, packaging, and a custom-designed car cover.

Built through an intensive 100-day programme and powered by a 1,000hp triple-rotor turbocharged rotary engine, MADMAC debuted at Goodwood Festival of Speed before appearing at major international events.

Sector
Motorsport
Discipline
Brand Development, Print Production, Packaging
Location
New Zealand, United Kingdom
Contributors
Mad Mike Whiddett, Brendan Thomas, Toni Cook, Lanzante, O'Gara, Space Collective, SoCo Studios
Photography
Graeme Murray, Travis Hayto
Two “Urgent Air Freight” transport labels for the car, one stamped “Return to sender”.
The MadMac wordmark and partner marks on a dark blue camouflage pattern.

We worked with Mike to bring the feel of an earlier McLaren logo into a distinctive MADMAC wordmark, connecting his vision across the car’s wider brand materials.

The car under its blue MadMac cover, beside crowds around the car at an event.
MadMac presentation pages laid open: a project overview and its numbers.
A MadMac skateboard deck printed with the car drifting in smoke.
A black MadMac box held up on one hand in a shaft of light.
The MadMac box lid, “World’s wildest drift hypercar” above three embossed marks.