Founded in 2009 as an automotive startup and led by CEO Mate Rimac, the Rimac Group grew from a one-man-band garage project into a powerhouse automotive technology company. Today, the Group is a majority shareholder of Bugatti Rimac, a new powerhouse company that joins forces of two automotive and technology trailblazers Rimac Automobili and Bugatti Automobiles, and the sole shareholder of Rimac Technology. The Group brings together a globally renowned team developing high performance electrification solutions for the world’s largest OEMs with the most powerful and exclusive hypercars in the world. Rimac is based on the outskirts of Zagreb, Croatia, with locations around Europe, and currently employs more than 1,900 people.

This project includes a creative body of work featuring two brands under the Rimac Group holding (Rimac Automobili and Rimac Technology). The brand Rimac Automobili has undergone a quiet visual facelift with a roll-out of a large amount of work that has helped define its footprint through a multitude of touch-points across all forms of communication channels: digital, print, ui/ux, client experience, merchandise, apparel and product design.

Using the original PCB graphic language which Rimac Automobili was associated with initially as a starting point, we branched out and expanded the narrative, defining and refining brands assets, communication style and associations. Rimac Group found itself in a unique position whereby the branding and storytelling of the Nevera hypercar helped define the Rimac Automobili future brand signature. What started off as a simple graphic signature on the sides of the car – the “kravat” – it became an integral factor of the brand’s graphic and communication methodology.

One of the integral ingredients that helped define the delicate yet multi-layered visual language was the overarching theme of the brand’s character luxury_tech. In other words not being quite fully tech or fully luxury like the competitors but using the best of both worlds to create a new positioning and niche.

Particular attention has been given to defining as much detail as possible in the construction of the CI guidelines. This included graphic design standards, bespoke typographic standards and bespoke typefaces, product design approach and key defining features, communication and copy-writing styles, graphic signature and guidelines, motion design standards, Iconography standards, architecture interior and materials standards etc.