Role
Lead Designer
Lead Designer
Services
Branding · Visual Design · Web Design · Advertising
Branding · Visual Design · Web Design · Advertising
Overview | A static identity for a motion brand
Caterham Cars is celebrated for its raw performance and craftsmanship but its digital presence felt static and disjointed. The goal was to modernise the visual identity, launch an immersive digital experience, and craft storytelling that matched the brand’s speed and legacy.
Caterham Cars is celebrated for its raw performance and craftsmanship but its digital presence felt static and disjointed. The goal was to modernise the visual identity, launch an immersive digital experience, and craft storytelling that matched the brand’s speed and legacy.
Impact | A fresh look and feel
100%We redefined how Caterham’s digital experience communicates speed, precision, and craftsmanship. By integrating motion, modular content, and interactive elements, the brand now delivers an immersive, performance-driven experience that resonates with both legacy owners and new enthusiasts
conceptual
Challenge | A legacy lost in static presentation
The existing digital presence did not reflect Caterham’s kinetic character or community culture. Navigation was weak, storytelling lacked depth, and interactive engagement was low.
The existing digital presence did not reflect Caterham’s kinetic character or community culture. Navigation was weak, storytelling lacked depth, and interactive engagement was low.
Goal | Crafting an immersive brand eco-system
Create a dynamic, modular brand ecosystem that conveys speed, precision, and heritage—through interactive configurators, storytelling, and a modern visual identity.
Create a dynamic, modular brand ecosystem that conveys speed, precision, and heritage—through interactive configurators, storytelling, and a modern visual identity.
Strategy | Designing with speed in mind
Target audiences were mapped (Seller, Customer, Racer, Builder) to uncover pain points: flat experiences, poor storytelling, and weak navigation. A modular, dynamic ecosystem was envisioned to address these gaps.
Target audiences were mapped (Seller, Customer, Racer, Builder) to uncover pain points: flat experiences, poor storytelling, and weak navigation. A modular, dynamic ecosystem was envisioned to address these gaps.
Research & Analysis | Mapping the digital disconnection
Audience mapping revealed needs for configurators, personalisation, editorial storytelling, and interactive design. The brand felt disconnected from its performance roots.
Audience mapping revealed needs for configurators, personalisation, editorial storytelling, and interactive design. The brand felt disconnected from its performance roots.
Design Principles
Speed
Craftsmanship
Heritage
Modularity
Craftsmanship
Heritage
Modularity
Ideation | Interactive ideas in motion
Concepts included real-time configurators, user-specific dashboards, editorial storytelling hubs, and motion-rich interactions to convey speed and excitement.
Concepts included real-time configurators, user-specific dashboards, editorial storytelling hubs, and motion-rich interactions to convey speed and excitement.
Visual Identity | Speak performance
The visual redesign introduced a sharp, slanted “Speed Square” logo to represent craftsmanship and movement. Typographic choices balanced boldness and technical clarity, and the palette combined deep acid green with carbon black to echo heritage and performance.
The visual redesign introduced a sharp, slanted “Speed Square” logo to represent craftsmanship and movement. Typographic choices balanced boldness and technical clarity, and the palette combined deep acid green with carbon black to echo heritage and performance.
Digital | Dynamic interfaces for different needs
Modular layouts supported configurators, editorial storytelling, and user portals. Navigation emphasized hierarchy, with scroll-triggered animations and micro-interactions bringing the brand to life. Photography and technical specs were woven into immersive storytelling.
Modular layouts supported configurators, editorial storytelling, and user portals. Navigation emphasized hierarchy, with scroll-triggered animations and micro-interactions bringing the brand to life. Photography and technical specs were woven into immersive storytelling.
Adv | Driving a symbol of speed, freedom and thrill
The new identity draws inspiration from racing heritage while leaning into dynamic modernity. At its core is the “Speed Square”, a slanted graphic device symbolising speed, freedom, and the unfiltered thrill of driving used as the hero graphic element. Its bold angles and kinetic energy position Caterham as a statement of attitude.
The new identity draws inspiration from racing heritage while leaning into dynamic modernity. At its core is the “Speed Square”, a slanted graphic device symbolising speed, freedom, and the unfiltered thrill of driving used as the hero graphic element. Its bold angles and kinetic energy position Caterham as a statement of attitude.
Takeaways | Crafting legacy with motion
This project demonstrated how motion, storytelling, and modular design can reinvigorate a legacy brand, proving that even those rooted in nostalgia can evolve to connect in today’s fast-paced world.
This project demonstrated how motion, storytelling, and modular design can reinvigorate a legacy brand, proving that even those rooted in nostalgia can evolve to connect in today’s fast-paced world.
