Brand · 2021–24
Cruise
- Client
- Cruise
- Year
- 2021–24
- Role
- Brand systems, art direction, iconography
- Services
- Brand systems, Art direction, Iconography, Motion, Guidelines
Overview
A living visual system for autonomous mobility.
Brandwith team members worked on Cruise as the company moved from research toward a public autonomous ride service.
Brandwith team member, Staff Brand Designer, 2021–2024
01 / The challenge
What needed to change
Autonomous rides created interactions with no visual precedent—down to knowing which door to use when there is no driver to ask.
02 / The approach
A clear idea to build from
Expressive line work, varied stroke weights and purposeful motion made advanced technology feel approachable without hiding its complexity.
03 / The system
Designed to work everywhere
Feature illustration, hundreds of product icons, an extended color system, a shared brand portal and regular critiques kept one language across teams.
04 / The outcome
A system built to last
A living system connecting brand and product, and a clearer autonomous experience for riders.
View original sourceProject source: rogeroddone.com