A transformations challenge whereby Lotus a struggling automotive brand with heritage assets needed to-be revitalised for a cross-generation of racers with a cult-like following.

Integrating Human centred design and a Human computer interaction platform which  developed into a circular integrated service model solution with emerging technology and material science components.​​​​​​​

Brand Strategy
Service Design 
Visual Design

Marcela & Myself

6 Weeks


Some time ago, Lotus had been struggling with a  slump in car sales and a decline in new product awareness.  The last decade has seen the overall brand decline, with a weigning amount of assets. As such, Lotus required a much needed revitalisation.by ripping up the proverbal rule book, and pushing the bar, by taking inspiration from emerging car manufacturers and being conscious of the existing community and distilling the heyday of racing with generations of global demographics, there is an opportunity to educate and disrupt the traditional motor engine based enthusiasts to the silent lightweight torque driven motors.


The number one focus in the future for brand engagement will be based on connectivity and increased digitalization, within both the lifecycle-centric and service-driven models. As such, we focused on supporting “the core hero product as always protected and preserved, leaving the consumer is open to experience more of the culture and the lifestyle in the moment.”


The  2012 Lotus Racing Brand Guidelines represent the components that define the DNA of Lotus and which encapsulate the ethos of Colin Chapman from its founding god in1962.  With a vision and priority to revitalize the brand awareness within an evolving experience economy, Lotus could utilize its strategic network to assist with the integration of technology and the environment while developing a digitally spirited and dependent generation who are globally connected social eco-system, encompassing the various user’s lifestyles. Such as 57% of Gen-Z prefer sustainable, popular products over unique individualism.


During this transition and integration with technology, Lotus can create new revenue with further innovations for it’s future. Internal sales components would be revitalized with a human 360 approach, we can create a unique app integrating haptic (physical, cognitive, emotional) experience that could create a virtual actualization, enthralling, educating and inspiring emerging e-racing community. The younger generations and older car enthusiasts who enjoy capturing sensory experiences, will drive social media interest and intrigue social media and Live-streaming platforms, such as Twitch. Internally, this technology could be developed to prepare rapid 3D interior and exterior prototypes.

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