Rivian Spaces & Events
Problem
Design a system that balances simplicity for scalability with the complexity needed to inspire the imagination.
Solution
Create templates and toolkits that demonstrate strategic thinking and a clear understanding of the campaign's operational and emotional requirements.
First Mile
Rivian's First Mile Tour was the brand's debut to the world, offering the public their first chance to get behind the wheel. This pivotal event helped forge a strong connection between the brand and its customers.
To punctuate this moment, we implemented a dynamic visual system inspired by the versatility of Rivian vehicles—seamlessly transitioning from on-road to off-road. Tailored, location-specific graphics added variation to each tour stop while maintaining a unified campaign look and feel throughout.
Reservation & Entry
Early reservation holders were invited to book their test drives through their Rivian accounts. Upon confirmation, they received a personalized digital badge, granting exclusive access to the event.
Cohesion across
touchpoints
In the end, the entire campaign gravitated around a strong visual foundation, seamlessly integrated throughout the experience thanks to close-knit collaboration across teams.
Spaces Programming
The next major step in introducing Rivian to the world came with the launch of brick-and-mortar community hubs.
To engage the community and draw in customers, we developed a system for each location to manage and host their scheduled programming.
Fitting in
Textures and colors were thoughtfully curated to reflect each location’s unique geography, climate, and character.
Event Posters
I developed a series of streamlined templates using Rivian's design language and palette, enabling team members to rapidly create event posters with ease.
Establishing a foolproof process was essential to empower each location's team to manage their own events independently. This approach has been critical in scaling efficiently to support the rapid expansion of Rivian Spaces, ensuring consistency while allowing for localized customization.
Curious Series
During the grand opening of Rivian’s flagship location at the historic Laguna Theatre, the brand launched its Curious Speaker Series, featuring renowned figures such as Jane Goodall and Rick Ridgeway. The series aims to foster conversations with pioneers on the front lines of the climate crisis.
Inspired by themes of science and emissions, the visual center was crafted to be easily replicated for future events, ensuring consistency and impact. Thoughtful digital assets were developed to underscore the exclusivity of the theatre experience, enhancing the sense of connection and inspiration.
