Brawn GP, the nascent Formula One team and current leader of the 2009 World Champ­ionships, has appointed branding agency Greenspace to position it as a challenger brand to established names such as Ferrari and McLaren.

The strategy is being overseen by Bastien Hibon, head of brand at Brawn GP. Hibon and team manager Ross Brawn said they are keen to develop a ‘truthful and honest’ brand, distinct from the traditional extravagances of F1.

Greenspace was appointed to design the team’s logo last month. The agency also devised Brawn GP’s black and yellow colour scheme, which has been rolled out across its livery and press materials.

The team design will be updated if additional sponsors are signed up, although Greenspace’s creative director, Paul Blackburn, said the logo and team colours would remain unchanged.

As part of the brief, Greenspace is also working on expanding Brawn GP’s website, including the development of a house photography style.

Brawn GP has enjoyed a strong start to the 2009 season, with British driver Jenson Button winning both the Australian and Malaysian Grand Prix. It has also secured sponsorship from Virgin and clothing brand Henri Lloyd.