The logo in a 3D mesh.
The cruise textures in red and black.

Digital and physical experiences

Awareness-building called for a scalable brand system that could thrive across multiple digital and physical touchpoints, including the most critical: the vehicles themselves. We partnered with the Cruise team to design a car livery that brought the vibrant new identity to life on the streets of San Francisco, toolkits to make a splash in events and on social media, as well as signage, merchandise, and internal assets to build the brand from within the Cruise HQ.

A cruise car on a busy road.
A large out of home advertisement billboard featuring a statement

Launching Origin

We are especially proud of our work on the naming and launching of Origin, Cruise’s radically new purpose-built electric autonomous vehicle.

A simplistic mockup of the cruise homepage.
The statement
‘We have an identity that reflects who we are as a business and our aspirations for the future. An open and uplifting identity that is sculpted — built like the physical environment we operate in.’
Tom Raith
Director of Brand Design, Cruise