A self initiated project to design, brand & create a concept electric hypercar using product design, graphic design and CGI.
Wanting to delve into the world of automotive & industrial design, taking influence from the world of F1, electric cars, sci fi and video games. Rob Game wanted to create a brand identity for a premium, electric hypercar. Most importantly he wanted to explore the potential limitations of how brand symbolism can be applied. Stretching an identity from the full car down to the bolts, tire treads, advertising, photography, typography, architecture and way finding. The brief was to create an original car design from scratch, all to extend his knowledge within product design 3d software to improve his skills and learn techniques within the realm of identity design.
The design ethos harmonious visual blend of flowing lines and straight edges. The former represents the aerodynamics, curves on the roads and fluid racing lines with the latter’s hard, precise and straight lines of the technology and design that powers the car. The identity includes a logotype, custom typeface and a flexible design system, capable of working on posters, billboards, editorial and even the bespoke steering wheel. All of the sponsorship logos featured on the car and race sit are custom made for the project to give a sense of realism, as well as exploring the visual languages used in the automotive world.
The whole car was designed from scratch, sketched out in procreate on an ipad, modeled and rendered in blender, and graphics and logos being designed in Adobe Illustrator. The whole project was done as a passion project on weekends and after hours, and took 8 weeks from start to finish.
- Agency/Creative: Ludus Design
- Article Title: Cratus Hypercar Brand Identity
- Organisation/Entity: Freelance
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: Hampshire
- Market Region: Europe
- Project Deliverables: 3D Design, Art Direction, Branding, Concept Art, Identity System, Poster Design, Product Design
- Industry: Transport
- Keywords: Concept Car, Electric car, racing, Personal project
Creative Lead: Rob Game