This was my first automotive project with Territory Studio and the beginning of a longer collaboration with the team on automotive projects.
The all-new Cadillac LYRIQ, the first fully electric vehicle from General Motors’ luxury brand, features interface design created by Territory Studio. Territory worked alongside Cadillac’s internal interface team in Detroit to develop new concepts and help define an identity for the LYRIQ’s user interface.
Within the Territory team, I led the interface design, defining its art direction and shaping a visual language that remained connected to Cadillac’s established brand identity.
Building on my earlier work for Land Rover and CloudMade, I worked closely with a 3D artist, providing art direction for the 3D elements and exploring how their design and motion could enhance the driving experience without overwhelming it.
Much of the work was conceptual, helping to define a more elevated and future-facing interface language for the wraparound display. The minimalist design made deliberate use of negative space, with carefully choreographed interface moments and transitions.
It was a rewarding project to be part of, and one that helped set a new tone for digital design in the automotive space.
The all-new Cadillac LYRIQ, the first fully electric vehicle from General Motors’ luxury brand, features interface design created by Territory Studio. Territory worked alongside Cadillac’s internal interface team in Detroit to develop new concepts and help define an identity for the LYRIQ’s user interface.
Within the Territory team, I led the interface design, defining its art direction and shaping a visual language that remained connected to Cadillac’s established brand identity.
Building on my earlier work for Land Rover and CloudMade, I worked closely with a 3D artist, providing art direction for the 3D elements and exploring how their design and motion could enhance the driving experience without overwhelming it.
Much of the work was conceptual, helping to define a more elevated and future-facing interface language for the wraparound display. The minimalist design made deliberate use of negative space, with carefully choreographed interface moments and transitions.
It was a rewarding project to be part of, and one that helped set a new tone for digital design in the automotive space.
