ABOUT

This was a short ideation sprint for a major automotive brand, exploring next-generation UI concepts focused on progress. The brief was to develop bold, forward-looking ideas that captured a sense of innovation and distinct style, building on work already developed for the brand and vehicle.

Working closely with a skilled 3D artist, we aimed to create a modern, futuristic and refined design. It is some of the strongest HMI work I have contributed to. Everything aligned creatively, and the quality came from the input of a strong producer and the creative back-and-forth with the 3D artist. The result was something iconic and visually striking, with a slightly cinematic quality that felt different from traditional HMI production work.

It leaned more towards style than function, but that is the purpose of ideation: to explore form, tone and visual direction before production constraints set in.