Rivian
Download Your Keys
In a world where electric vehicles are swiftly taking center stage, Rivian is pioneering a way to responsibly adventure with rugged electric trucks and SUVs. Every new Rivian driver can download an app that acts as a digital key, allowing them to start, pre-heat, and prepare their vehicle for the next trip. We created an abstract animated loop that guides the user as they begin their journey in the app.
It was important that this animation represent full narrative of the new driver's journey — from downloading the app to embarking on their first adventure in nature. The challenge was achieving this within 10 seconds and finding the right balance of recognizable elements, natural textures, and abstract shapes.
At the time of this project, Rivian was still in the process of developing their voice as a cutting edge player in the electric vehicle industry. There was room to push boundaries, however we needed to do so in a way that felt true to their core values and evolving brand guidelines. We went through multiple iterations to find the happy medium.
We discovered a double exposure motif that felt unique and also true to Rivian. The style plays on the multitude of natural terrains each vehicle is designed to interact with: desert, forest, and coast.
