INFINITI IN THE EV ERA

CLIENT: 
INFINITI ︎
PROJECT:
Automotive brand identity
CATEGORY:

Strategic Research
Creative Direction
Storytelling
Visual Communication & Media
YEAR:
2018

Contributed to defining the new brand identity — a vision of Powerful Elegance rooted in Japanese values and the transition to electric mobility. The creative direction focused on shaping a sensorial and emotional experience through four core pillars: ENgage, ENable, ENrich, ENchant. Developed visual narratives, videos and material palettes that articulated the brand’s future aesthetic and emotional language.

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.