EV Startup

As Design Director at AFRY, I led the creative and experience strategy for a next-generation electric mobility start-up aiming to redefine sustainable travel. We were engaged to shape the core infotainment experience and establish the design and emotional foundations that would guide their digital, physical and sensory ecosystem as the brand came to life.

The challenge was to move beyond interface design and define a future-ready mobility framework. A human-centric, scalable experience that connected infotainment, vehicle interfaces and brand touchpoints. Working in partnership with external brand consultants, I developed the early proposition, look and feel and experience principles that informed everything from interaction models to sound, light and motion behaviour.

Our discovery and concept development process combined research, experience mapping and data-informed decision making. We drew from driver and passenger insights to shape a multi-sensory design approach - ensuring every touchpoint, from sound design to lighting cues, contributed to an intuitive, emotionally resonant EV experience.

Over a two-year collaboration, I worked directly with C-suite leaders, board members and cross-discipline teams across interiors, exteriors, engineering and digital product. My role was to align six design disciplines and external partners into one cohesive direction - creating a unified, smart-mobility-ready experience.