KARMA

American Ultra-luxury. Defined. 

Moving Upmarket

In late 2023, a new vision for Karma Automotive was beginning to take shape - a move into the ultra-luxury segment. 

For this to take place, KARMA needed to shed its old identity and adopt a new, forward-thinking, emotional image. This would start with the simultaneous launch of the new vehicle lineup and a revamped brand. 

Role: Producer, Brand Designer

Inspiration was taken from many areas, from fashion to space exploration. A deliberate pivot into muted colors with bright accents and a clean, custom typeface helped KARMA shed its previous look.

With the new brand identity taking shape, the website was updated to be much more modern and sleek, taking heavy inspiration from fashion editorials. 

The user journey was re-thought, which reduced user friction significantly. Engagement rate began to rise and bounce rate plummeted. 

This truly became a brand where supernatural imagination meets American ingenuity. 

American ultra-luxury. Defined.