Formula E
The ABB FIA Formula E World Championship is an open-wheel single seater motorsport championship for electric racing cars which started in 2014. The races and events are held in cities worldwide.
E1
E1 Boat Racing is a brand-new concept, all-electric powerboat racing championship. Imagine Formula E on water, with cutting-edge electric technology and a commitment to protecting marine ecosystems through initiatives like restoring blue carbon ecosystems and reducing plastic pollution.
ŠKODA
In partnership with Škoda Czech Republic and the UK, I worked as a creative incubator, driving the development of cutting-edge retail strategies. Working closely with their Network Development and Corporate Design teams, I led the rationalisation, conceptualisation, and visualisation of various initiatives. This included digital signage, pop-up retail concepts, and strategies focused on convergence and hyper-local models.
OPEL ADAM
Opel crafted a distinct brand identity for the ADAM, highlighting the personal connection between driver and car with slogans like “ADAM & YOU.” To further distinguish the ADAM from their other product lines, it was sold through dedicated retail concessions within Opel and Vauxhall showrooms.
Initially Opel launched its ADAM model with a bright, youthful marketing campaign aimed at young adults and their parents, emphasising affordability. However, with an expensive price point, initial sales fell far short of expectations.
Realising their miscalculation, Opel swifly executed a complete marketing overhaul. They shifted away from the “affordable over colourful” image and instead adopted a high-fashion approach, using edgy, glossy photography by prominent fashion photographers to reposition the ADAM as a style statement and attract a more progressive affluent young clientele.
VAUXHALL MOTORS UK/OPEL GmbH
For over 27 years, I worked with the Vauxhall and GM Facilities Senior Management Team on numerous design projects. In 2010, GM launched a comprehensive corporate identity program to reposition Vauxhall and Opel in a rapidly evolving retail market. This initiative encompassed redesigning all facets of the brand, from internal operations to customer-facing elements like architecture, interiors, signage, and point-of-sale display.
CUPRA URBAN
Recognising the need for smaller, more focused customer touchpoints in high-traffic urban locations, CUPRA explored adapting its existing interior visual identity to fit in within an urban or architectural context. The "twisted" urban concept reimagines the brand's aesthetic for a more edgy and engaging retail experience.