An All-Electric Vision
2020-2021 General Motors
Art Direction-Brand Identity-Digital Design
Visual identity and digital design for General Motors’ EVolution campaign, a series of films and articles about GM’s all-electric transformation, the revolutionary power, and flexibility of its Ultium Platform, the beauty of EV design, and the personal stories of EV owners.
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General Motors is on a mission to lead the world toward zero emissions by getting everybody in an electric vehicle.
Transformation
This concept emphasizes themes of progression and transformation. We aim to visually represent GM’s journey to an electric future.'
Blueprints convey the building blocks with which GM is building the all-electric future. We use abstract forms to depict the GM’s journey to Road to Zero. We will nod to technical blueprints in our design, highlighting the technical and process-driven aspects of innovation. This energetic complementary color palette consists of the GM brand colors of navy and electric blue accented with neon orange representing the battery-electric charge. The type system consists of two display typefaces: DM Mono monotype used for its technical blueprint feel and DM Serif Display representing a softer humanistic value. The system font is Helvetica Now Micro, used for its clean and modern look.
Electric charge visuals convey electric field line patterns, energy, movement.
CONTRIBUTORS
Courageous Studios
Art Director / Lead Designer / Marites Algones
Campaign Producer / Dan Seith
Writers / Erik Rhey / Aaron Dalton / Stephen Tyler
Film Directors / Mahala Gaylord / Oliver
Motion Designer / Grayson Holt
Web Developers / Nuri Kim / Kevon Greene