HMI // UI // UX // ART DIRECTION

LEADING IDEAL

Leading Ideal is a new automotive brand that aims to create a high-quality mobility space for more people. A new space that provides better access and better opportunities.

Their users are key opinion leaders and enthusiastic early adopters. Actively seeking out intelligent solutions and new technologies to improve their lives.

With this in mind, Leading Ideal wanted to create a Human Machine Interface (HMI) that is consistent with the Leading Ideal brand identity.

HMI Interior_JS_1

WHAT MAKES A PREMIUM DIGITAL EXPERIENCE FOR LEADING IDEAL?

+
Calm and considered
Honest
Pragmatic
One thing at a time
Reduction of elements
Reserved
Reassurance
Space

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Visual noise
Deceptive
Impractical
Cluttered
Information Overload
Flashy
Busy
Confusing

INTERACTION PRINCIPLES

FOCUSED CONTENT

FOCUSED CONTENT

Clarity
Premium
Hierarchial
Pixel Precision

PASSIONATE CONNECTIONS

PASSIONATE CONNECTIONS

Human-centered
Natural
Intuitive
Seamless

VISIONARY RESPONSE

VISIONARY RESPONSE

Future Facing
Reactive
Scalable
Expansive

brand-in-action-40

HALO

Taking cues from the existing Leading Ideal brand identity, we created a visual route "Halo" that aligns with the iconic Halo light on the rear of the car. Halo uses different levels of light to eclipse and halo content showing moments of focus. Creating a feeling of depth with light to create a more organic and fluid experience.

glimmers of light are used when elements are low in value

Glimmers of light are used when elements are low in value

Glimmers of light are used when elements are low in value

light glimmers intensify as sound of speed increases

Light glimmers intensify as sound or speed increases

neutral card

Neutral Card

light intensifies on interaction

Light intensifies on interaction

STRUCTURE

We were given some limitations to the amount of screens and structure of these at the start of the project. From here we appropriately organised the functions and experiences to each.

Screenshot 2020-10-05 at 21.15.24