Date: 2023
Company: Arrival
Project: design the brand identity for Elements, an Arrival sub-brand to commercialise its electric vehicles parts and technology.
Role: Head of design
Responsibilities: brand strategy, design team management, design direction, product management and 3D visualisations.
Challenge:
Until now, Elements had been a division within Arrival responsible for the supply chain and production of in-house designed components.
The visual identity for Elements needed to fit within Arrival’s brand visual language, with a focus on the modular, scalable, and technological design of its products and services for the automotive industry.
Solution:
We carried out an in-depth research into the automotive part suppliers and electric mobility markets to assess trends, identify opportunities, and potential for differentiation.
We worked with the brand, senior leadership, and product teams to develop a brand strategy, identity, and visuals for Elements.
Outcomes:
The brand identity reflects the modular, scalable, and technological character of the products and technology developed and produced by Elements.
The neon orange which is also used on products as an accent colour brings energy and positivity linked to electric mobility and the good it can bring to communities and society.
The graphic shapes that communicate modularity and movement are combined with a modern adaptive sans-serif font - making the overall visual language modern, dynamic yet simple and accessible for the brand’s complex and technical products and services.
3D product design: Shaun Wellens