Ghost Brand Building

Company
GHOST
Team
MARIO DELGADO
COLLIN ROE-RAYMOND
ABRAM GOGLANIAN
RACHID COUTNEY
Year
2020

Ghost is developing a self-driving system that uses advanced AI and computer vision to safely transform virtually any car into an autonomous vehicle. The Ghost product is highly technical and utilizes some of the most advanced engineering, data science, and hardware currently available; however the end result is something that feels altogether magical. This contrast between the physics and code behind the product and the whimsical experience it produces is at the core of the brand.

Iconography

The spectrum of color when sunlight reflects off of glass objects directly related to how the hardware of the Ghost system interprets data. The visual sensors interpret video pixels across the entire light spectrum to detect objects, distance, and travel plane. The correlation made perfect sense. The illustrative iconography was designed to pair easily with photography in order to bring life and points of interest to the overall compositions.

Main Illustration
Spot Illustrations

The spot illustrations were designed to be used on either white or black solid backgrounds. The combination of line work, photography and Fizz + Pop elements represent the blend of the real world with digital science and magic.

Simplicity

Use familiar simple terms to convey complex ideas. Avoid technical jargon and the vernacular.

Voices of Simplicity, Calm, and Wonder

Calm

State facts, make statements, and ask questions. Avoid hyperbole. We don’t yell and we’re not quick to use exclamation marks.

Wonder

Use devices like repetition, balanced statements , and leading questions to drive the imagination of the audience.

Branded Rewards

Patches
Anniversary Pins
Chip

Web Based Design System

I created an online interactive design system and built it in Webflow. The purpose was to have a central point of truth that could be referenced and used by both designers and developers. It featured all web UI elements, downloadable logos, brand elements, grid systems, motion guidelines, and the ability to toggle between dark and light modes.

Motion Guidelines

Motion with Momentum

In nature, nothing moves in a linear manner from one point to another. Animated objects have momentum and should mimic real-life in order to feel real, authentic, and natural.

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All works © Rachid Coutney 2024.
DO NOT REPRODUCE.

Designed and developed with 🖤 by me.