2025
Temple University
Brand Identity, Art Direction, Concept Development
Instructor: Scott Laserow
Signature Tracks aims to make the increasingly expensive luxury car connoisseurship just a bit more accessible. The same exhilaration of creating your own bespoke ride - a one-of-one edition, with less hassle, commitment, & expenses.
Throughout this project, the generative AI tool SORA was used to assist with the making of mockups after design elements were created. All AI Generated Mockups are labeled as such. For more information on how this brand came together, read more at MEDIUM - Brand Story
Although this is a toy brand, this is not a children’s plaything. Signature Tracks is a brand that creates a collectible, buildable car model that speaks to high — end, bespoke car modification buyers.
This project combines traditional brand ideation, automotive design and user research, and iterative AI-assisted mockups to prototype visual options.
BRAND SYSTEM
Logo
When starting to develop the brand identity, I found myself drawn to American Pony cars of the 1960s/70s. Known for their sleek design, racing history, and iconic design style, I decided that the model for this brand was going to be a 1967 SS Camaro.
The logo itself is based on the hockey stripes commonly painted on the sides of these vintage Camaros.
Similarly to many processes where you can go and design your own real car model, it starts with the website. On the Signature Tracks site, the end user will be able to search through a wide range of car bodies before selecting which model they would like to modify. For ease, they would be able to filter through the search page to search for certain specifications, including car type (muscle car vs. sedan vs. grand tourer), brand, and car body.
Once they finalize their car model, the user is able to add modifications to their base car. After finalizing their car, the user will be able to order their custom car directly from the site and will recieve both the car and a customized catalog with information about their car specs and instructions on how to build the car.