The opportunity to lead the branding for Tensor, Earth’s first personal robocar, wasn’t something I took lightly. I had four weeks from brief to production. Two weeks in, the name changed. After bringing in two designers to support me, we delivered over 100 symbols and wordmarks in time for approval before the first factory run.

Beyond the logo, I built a brand world that feels modern, premium and minimal. The aim was to create a brand that could sit alongside the world’s leading tech names. From the car interior to the launch event and out-of-home, consistency and quality were key to making sure Tensor is seen as a serious contender, not a prototype