GENESIS ICAY: A New Take on the Brand’s Identity

INTRODUCTION: Genesis ICAY

GENESIS ICAY – The Genesis ICAY embodies Katharina’s idea of luxury: privacy, service, and comfort. During her fourth semester, she worked with the Genesis automobile company to produce vehicles that had a distinct sense of luxury and a new distinctive brand identity to help it establish itself in the European market in particular. Their first objective was to determine our definition of luxury as well as the qualities we wanted to emphasise when portraying Genesis.

Everyone collected many suggestions based on their concept in the weeks that followed. By thinking about the thoughts again and over, her ultimate vision began to take shape. As a result, one of the initial concepts was the concept of layering, which was based more on a rotating system.

DESIGN

The implementation of the layering varied multiple times over the process, but the core notion that the distinct levels express qualities of luxury stayed the same. Each of these features of luxury has its own room that adjusts to the demands of the passenger. Whether it’s through the Genesis app, which can call the car, or the smart glass, which can convert to private mode on demand.

“Layer One” refers to the service when the scissor doors open for the passenger. “Layer Two” refers to the glass body, which is positioned between the body’s wall panels and primarily symbolises the passenger’s privacy and space. The interior, which offers comfort, is then “Layer Three” of the vehicle. The rear end, which houses two more removable battery packs in addition to the taillights, frames all of these states. These bags may be rolled to the nearest charging station like baggage.

As a result, the Genesis ICAY is far from a simple car. It’s more like a second home away from home that isn’t only for the rich. I can see myself sharing such cars that are a part of everyday metropolitan life. And if you’ve had a long day or simply want to get home, you may summon the ICAY to transport you there in peace.

ABOUT DESIGNER

Katharina is a 21-year-old German lady. Cars have been a huge part of her life since she was a child, owing to her father, and her desire has always been to work in a creative field. She is now enrolled in the fifth term of her Transportation Design studies at the University of Pforzheim. She enjoys all forms of art, including music, museum art, architecture, and so on.

Design is very important to her, and she is grateful that she can express herself in this way. She enjoys clean, functional, and modern design, as well as collaborating with others, and she is always eager to learn more and improve her skills. She is looking forward to new projects and gaining more expertise in this industry in the future.

You can follow more work of the designer on Behance and Instagram