Branding exploration & motion design for automotive design studio Hydra Design Labs.
2022.
Design / Exploration / Process.
In early 2022 I was reached out to by the owner and founder of Hydra Design Labs Jon Hull. The company was in early stages of a large visual rebrand including graphic identity and web design. However, there was a desire to take this transformation further with still and moving images that helped bring the studios brand aesthetics to the level of its automotive work.
To achieve this, and complement the other parts of this overarching rebrand, a cinematic piece of motion design was created to be launched with the rest of the content in late 2022.
The process was very open and exploratory and therefor part of it naturally became to narrow down the options which can be challenging with something as inspiring as automotive design.
Ultimately, grounding the conceptual choices in the highly process-oriented and iterative nature of the industry became the red thread holding the images together, despite their many times abstract visualization.
Dust + Echos
A vital aspect of the still and moving content created was dust and particles; forming and reforming, exploring shapes and hinting at solidified potential.
A more metallic look and feel was delved into first but equal, if not more, effort went into advancing a look and feel capturing the clay model step of an emerging car.
Light at the End of the Tunnel
The eyes of a vehicle imagined as a liminal space - a birthplace of light - bending and focusing the trajectory of photons to reveal what is already there.
Patterns of light projected through layers upon layers of glass and reflective materials forming a multiverse of abstraction.
The Rave
Sometimes you need to show a car by showing everything around it instead.
Patterns
