Tesla Cybertruck, Event Branding.
Art Direction and Design for an exclusive pop-up event in Berlin to promote the Tesla Cybertruck debut (invitation only). The project included location ideas, event name, logo design, and branding elements like posters, landing page, invitations, and collateral.
The Key Visual inspiration comes from minimalist cyber aesthetics and the Cybertruck’s unique form and materials. Featuring geometric square forms, glitch effects, pixels, and a grid motif, the visual mirrors the car's silhouette. The raw color palette, vibrant yellow accents, and premium silver foil finish align with Tesla’s eco-friendly practices. Materials used are sustainable, reflecting Tesla's brand philosophy. 2022
Art Direction and Design for an exclusive pop-up event in Berlin to promote the Tesla Cybertruck debut (invitation only). The project included location ideas, event name, logo design, and branding elements like posters, landing page, invitations, and collateral.
The Key Visual inspiration comes from minimalist cyber aesthetics and the Cybertruck’s unique form and materials. Featuring geometric square forms, glitch effects, pixels, and a grid motif, the visual mirrors the car's silhouette. The raw color palette, vibrant yellow accents, and premium silver foil finish align with Tesla’s eco-friendly practices. Materials used are sustainable, reflecting Tesla's brand philosophy. 2022
Agency
Self-employed
Client
pitch idea for Tesla
Responsibilities
Art Direction
Visual Concept
Naming
Location Scouting
Graphic Design
Event Branding
Logo Design
Web and Print Design
Self-employed
Client
pitch idea for Tesla
Responsibilities
Art Direction
Visual Concept
Naming
Location Scouting
Graphic Design
Event Branding
Logo Design
Web and Print Design
Tesla Cybertruck combines the utility of a truck with the performance of a sports car and features a futuristic design. It reminds me of the best science fiction movies.
My idea for the event location was Kraftwerk Berlin. Not only does the history of the building as a former power plant resonate with the Cybertruck, a vehicle powered by electric energy, but its concrete and industrial rough interior would also provide a perfect setting for the introduction of the Cybertruck, completing the visual theme.
EXECUTION
The shades of grey color and silver-matt foil reflect the materials used in the body of the Cybertruck, while yellow symbolizes electricity. As the most luminous color, yellow draws attention to the event.
In virtual language, CY_ stands for the abbreviation of See You, while BER stands for the short form of Berlin. The logo thus carries a double meaning. With the name CY_BER, I aimed to reference not only the name of the new Tesla car — Cybertruck, but also to present an inviting form — 'See You Berlin', as the city where the car would be showcased.
Notebook with black paper and white or silver ink pen.
Exclusive ID Cards. The idea was to use metal or aluminum as the material for the cards to resonate with the car's body and emphasize the exclusive nature of this event.
Event wristbands made of 100% recyclable Tyvek®. In addition to merchandise such as t-shirts, pin buttons, or tote bags, my idea for an exclusive giveaway was an iPhone case made from fully compostable materials (e.g., Pela case).
Other works︎︎︎