Automotive / Brand experience
McLaren
The engineering is extraordinary. The brand should feel it.
The brand in context.
McLaren’s world is one of precision, pace and relentless attention to detail. The work brings that character into a visual experience, pairing technical imagery and restrained typography with a confident flash of orange.
The creative approach.
I worked across the full spectrum of branding, from strategic thinking and design development to brand guidelines and delivery. Digital, print and website design sit alongside animation, 3D and CGI, bringing the system to life with a film that makes the engineering feel as compelling as it looks.