Leading By Experiment
Squeezing the juice out of life.
Tayne was a wonder to work with! She is as playful and fun-loving as she is willing to dig deep. We started with unravelling the anchors that makes Tayne the powerhouse woman she is. She wants to squeeze the juice out of life, own it out loud, and show the world that they can do it too!
Everything about her mission shouted an eagerness to get moving and encourage others to do the same. All signs pointed to "Go!" and this energetic feeling followed our designers into their exploration and development.
The X signifies the willingness to go first. Starting as a static form, the X breaks convention by separating the top right section. While creating an arrow, this adds movement and celebrates action.
Green means go!
Tayne's primary color takes inspiration from the color we see in route to our destination. We then paired it with black and white to allow every inch of that green to speak for itself. When picking a typeface, we looked for characteristics that could hold firm in any experiment. Clear and memorable at high speeds. Bold and a little quirky up close. Phosphate fit the bill perfectly.
The visual attitude we developed for the car was directed by the values behind the brand. Forward facing arrows wrap around the back third of the car to signify the process of growth. Green accents accentuate the headlights to give the care a friendlier face.
Tayne invites others to be nothing less than their fullest selves, and every moment was an opportunity to communicate that. Even the car hood has a custom carbon fiber pattern!
”I believe the only failure is giving up. The rest is experimentation.”