volvo ex90
- press sketches
client: Volvo Cars
duration: 2 weeks
delivery: 2022
brief: create nice sketches to introduce the Volvo EX90 to the public.
intention and process
I approached this task with the intention of adding deeper meaning, reflecting on how press sketches contribute to the overall communication of a new product. I wanted to go beyond visuals and highlight the values of both the designers and the studio.
The EX90, with its Scandinavian design roots and refined craftsmanship, reminded me of high-end furniture making, where tradition meets innovation. I aimed to draw parallels with other industries, borrowing similar mindsets to create something new and use a different medium to express the car’s core messages.
“In the automotive industry, press sketches are something quite common. My approach was to question the reason why we do press sketches and ideate on what they could mean.”
The first batch of sketches were judged a little to old style, which I understand as it was the first intention. But it wasn’t encompassing the entire identity of the car. The EX90 is a very modern product. It represents both cutting-edge technology and Scandinavian heritage.
I went back to the sketching board, with this time a more modern take. That’s when a more purple tint came in, following the tonality of the press images of the car. And instead of hand sketches, I switched to a more digital look, symbolizing the modern craft that went into the production of the EX90.
“To me, this question goes a lot deeper than just how to sketch. Sketches only show the perspective of an exterior or interior designer, very rarely of different people. But what if a Colour & Material designer would find an artistic way to represent the final product? Or a surface modeler? How would they express their work and involvement in the project?”
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