Hyperloop is probably the future of transportation: San Fransisco to L.A. in 30 minutes. Public transport faster than a jet at the frequency of a subway train. The vision of Elon Musk, Hyperloop is becoming reality through an international competition. In January 2016, the MIT Hyperloop team won the first stage of the competition that attracted 124 teams from all around the world.
Winning in such a hyper-competitive environment requires perfection. In such a hyper-competitive environment, MIT was going to face a few other teams with equally impressive engineering. Having a powerful brand that can convey not only their engineering expertise but also passion, confidence and trust.
We started by auditing and revamping the MIT Hyperloop brand. The brand needed to reflect the speed as well as the engineering leadership of the MIT team. Instead of taking inspiration from the obvious elements that the name 'Hyperloop' would suggest, we focused on the symbolism of Musk's original idea of shuttles travelling at 800mph in a tube. We also wanted to reflect the engineering edge and leadership of MIT and constructed the semiotic relationships of the branding elements from that angle, without loosing the feeling of being part of the MIT world. The result is a modern, recognisable brand that works on a variety of media from team t-shirts to a racing pod.
Conceptual art is important to help bring a vision to life. The art stimulates the imagination of the audience, making them project themselves and "fill in the gaps", making the project more relatable and more personal. 3D renderings tend to make things look definitive, prompting the audience to either accept or reject what is presented. Conceptual art sparks discussions, helping stakeholders engagement and ultimately buy-in.
The also needed a wealth of marketing materials as wel as exhibition design for several events in the US. We established a distinct visual language, particularly relating to 3D rendering of technical models of the MIT Hyperloop pod. These elements have found their way into brochures and video identity elements used to introduce the critical components of the design. All the team's communication and presentation materials look professional, authoritative and consistent.