INFINITI IN THE EV ERA

CLIENT: 
INFINITI ︎
PROJECT:
Automotive brand identity
CATEGORY:

Brand identity
Art direction
YEAR:
2018

Create a strong brand image through design, in which its core is to convey "Powerful Elegance". Focus on experience in the age of electric vehicles for a luxury brand, deeply rooted in Japanese values, determined to define the future.
For this we will base ourselves on four basic pillars: ENgage, ENable, ENrich, ENchant.

Engage. Captive tension & focus.

Design that engages the driver, capturing focus & empowering performance.

The design language will be driven through dynamic proportions, a driver-centric design that will focus on the road ahead and supportive seating.

Enable. Assisted connectivity.

Design that is uncompromisingly modern & high tech, facilitating new technology & ergonomics.

Human focus HMI, with intuitive GUI, seamless integration of technology. Intuitively practical & familiar.

Enrich. Reward Craftsmanship.

Design that is built upon Japanese aesthetics and attention to detail, enriching experiences and rewarding the user, improving wellbeing and perception of space.

Authentic materials. Wide and thin instrument panel, clean and thin console. Considering smell and sound design. Rich tailored surfaces, contrasted by sharp and precise detailing.

Enchant. Surprise joy and delight.

Design that delights and surprises in detail, magically mixing the physical with the digital world.

Deep and sharp body panels. Hidden layers of detail. Unexpected functionality and charming gesture.