CHALLENGES-
McLaren is both a luxury brand and a performance machine. One challenge was finding the right balance between emotional storytelling and the sleek, minimal aesthetic that reflects the brand’s precision-engineered identity. It was about creating feeling without losing control—just like the car itself.
How do you visually express motion, sound, and intensity on a static page? Capturing the sensation of acceleration and the intimacy of the cabin space through layout, typography, and imagery demanded a lot of experimentation to get it to feel right.
CHALLENGES-
McLaren is both a luxury brand and a performance machine. One challenge was finding the right balance between emotional storytelling and the sleek, minimal aesthetic that reflects the brand’s precision-engineered identity. It was about creating feeling without losing control—just like the car itself.
How do you visually express motion, sound, and intensity on a static page? Capturing the sensation of acceleration and the intimacy of the cabin space through layout, typography, and imagery demanded a lot of experimentation to get it to feel right.
