Element Performance
The Client
Ojectives
We wanted to elevate Element Performance’s design in the world of automotive modification and help them stand out from their competition.
Challenges
Creating Element Performance’s brand identity required subtlety. Targeting narrowly guaranteed impact, but had the potential to exclude customers. It demanded finding the spirit of the brand and its place in the landscape of the UAE.
The Foundation
We tapped into the desires, motivations, and even language of car enthusiasts in the UAE. The most intriguing layer of our exploration was the UAE’s topography; from the towering dunes to the rugged mountain ranges to the cascading buildings.
The Process
The logo embraces simplicity through thoughtful typography. Drawing inspiration from a humble parking space marking, these lines evoke a sense of safety and security for your car, building trust with viewers at a glance.
We introduced playful mascots as a communication tool, each representing a performance-enhancing car part which adds a touch of “sass” and aspiration for car enthusiasts.
Primary Colour Palette
Secondary Colour Palette
The Final Canvas
Element Performance’s brand identity delves deep into the UAE’s soul. They are not your average garage and we can safely say that this is not your average design system.
Image Credits: Team Element Performance
Design Team
Anushkha Advani, Harshit Rao, Hitesh Bhanushali, Kritika Arya, Rhea Shanghvi, Rushil Bhattacharya, Shreeya Patil, Yashashree Arawkar
