The Slipstream Effect

Founder, Content Creation & Social Media Strategy

Role: Founder and social media management
Period: February 2025 to present
Platforms: LinkedIn, Instagram, Threads, TikTok, YouTube
Industry: Motorsport media

Project overview

The Slipstream Effect is a motorsport storytelling brand created to bring smart, engaging commentary to fans across Formula 1, F1 Academy, Formula E and junior categories. The project started as a LinkedIn editorial hub and has grown into a developing multi-platform brand with a small remote team across five countries. The focus is on clear storytelling, clean visuals, community driven topics and a tone that balances insight with a playful voice that feels authentic to motorsport culture.

Global Strategy

Objectives

Build a recognisable motorsport editorial brand from scratch

Create consistent, high quality analysis and race coverage

Build and manage a small volunteer writing team

Develop workflows and structure for long term scalability

Establish a fun, professional voice that suits LinkedIn’s audience

Set the foundations for expansion into all plattforms

Grow a loyal community through opinion led posts and race conversations

Target Audience

Motorsport fans with an interest in thoughtful analysis, off-track stories and industry insights. The tone and content are designed for F1, F2, F1 Academy and wider racing fans who appreciate clear explanations, engaging debates and authentic commentary.

Strategy & Approach

  • Smart, accessible analysis

  • Fun, slightly unhinged humour when appropriate

  • Conversational structure designed to encourage comments

  • Snappy titles and clean formatting

  • Race previews

  • Race reviews

  • Technical explainers

  • Driver stories

  • Industry insights

  • Off-track news

  • Thought pieces

  • Bold title

  • 1-2 sentence hook

  • Short, tidy paragraphs

  • 1-2 emojis for emphasis

  • Clear CTA for comments or predictions

  • Strong, clean visuals

  • Coordination of a group of seven volunteers across multiple time zones

  • Introduced structured workflows for drafting, editing and approvals

  • Provided editorial guidance, tone alignment and content calendars

  • Established brand colours, style and visual identity

  • Built early community recognition through consistent posting

  • Planned cross-platform expansion strategies

Creative Work

Social first

Key Achievements

Created a motorsport brand from zero and built a clear, engaging identity

Developed a strong social media presence with posts designed for conversation

Built a volunteer team and managed cross-country collaboration

Delivered consistent race coverage and industry commentary

Designed a full brand identity and social media expansion plan

Challenges & Solutions

Challenge: Creating a consistent output around a 9 hour a day job.
Solution: Designed efficient workflows, weekly calendars and template based content to maximise output.

Challenge: Managing communication and alignment across time zones and languages.
Solution: Set up structured processes, clear roles, shared spaces and regular check-ins.

Challenge: LinkedIn motorsport content is often dry or overly corporate.
Solution: Built a fun, punchy editorial voice that blends insight with humour.

Challenge: Maintaining quality while planning future platforms.
Solution: Prepared platform specific strategies and brand guidelines for Instagram, Threads, TikTok and YouTube.

My role

  • Founder and editor

  • Content strategy and planning

  • Copywriting (race previews, analysis, opinion pieces)

  • Visual identity design

  • Team leadership

  • Community engagement

  • Platform expansion planning

  • Workflow and process creation

Results Summary

  • Built a motorsport editorial brand with a clear tone and identity

  • Delivered consistent, high-quality written content

  • Established a positive, engaged LinkedIn community

  • Coordinated a small international team with strong communication

  • Created a roadmap for cross-platform expansion and growth

What I Learnt

This project taught me how to build a motorsport brand from zero, lead a remote team, maintain consistent output while working full time, and develop a tone that mixes insight with personality. It also strengthened my long term planning skills as I designed the next phases of expansion.