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.

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.

‘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