Hummer EV

This was an experimental exercise in determining what a fully fledged interface-led Hummer brand identity separate from the GMC brand, which it is currently placed under, could be. With a bold, minimal look and feel inspired by the technology and terrain exploration themes of the Hummer EV, this would be an easily expandable, scalable design system applicable to in-vehicle screens, app screens, and web marketing and service screens.

With its subtly irreverent engineering-heavy themed content, this also acted as a template for how the Hummer brand's above-the-line advertising and art direction could be unique and disparate from GMC, whilst also promoting a similarly utilitarian and rugged ethos.