Hovertech
One idea. A complete brand experience.
Hovertech explores how a future mobility brand could look, speak and connect with its audience.
The project brings together the different touchpoints surrounding a product: its identity, physical presentation, online experience and introduction to the market. Each piece follows the same creative direction, allowing the brand to remain recognisable wherever it appears.
Creator
Project Agent
My role
Creative direction and design across the project, connecting brand strategy with visual communication and product storytelling.
Info Project
The brief
- Develop a distinctive identity for a fictional hoverboard company and explore how that identity translates into a cohesive brand experience.
The objective
- Make an unfamiliar product feel understandable, desirable and visually consistent across print, digital and motion.
Project context
- Hovertech is a speculative design project. The hoverboard and its proposed nuclear-core power source are fictional concepts, used as a starting point for creative exploration.
Brand concept and direction
The starting point for Hovertech is a question: how could personal mobility feel more expressive, considered and exciting?
The proposed audience is design-conscious people drawn to emerging technology and distinctive products. This gives the brand a clear creative direction: forward-looking, confident and precise, with enough personality to feel engaging.
These principles guide the project across its identity, imagery, packaging and digital experience.
Exploration and development:
Finding the right visual language.
The creative exploration considers how movement, balance and the hoverboard’s form can influence the brand.
The direction favours a strong silhouette, clear typography and restrained graphic details. The aim is to suggest advanced technology while keeping the identity practical enough for everyday applications.
A successful direction needs to work at different scales: as a small product mark, across packaging and as part of a large campaign image.
Logo and visual identity
An identity shaped by movement.
The Hovertech identity centres on a distinctive wordmark, supported by visual cues drawn from the product and its sense of motion.
Its core form is designed to stand on its own, without relying on gradients, glow or special effects. This gives the identity a consistent foundation across screens, printed materials and physical product applications.
Colour
A controlled palette establishes hierarchy and gives key details room to stand out.
Typography
Clear, structured typography balances the brand’s futuristic character with everyday readability.
Graphic language
Product-inspired shapes, directional elements and consistent spacing connect the different brand applications.
Together, these elements create a flexible visual system with a recognisable character.
Exploration and development:
A clear voice for a future-facing brand.
Hovertech’s voice is confident, concise and curious. It introduces an imaginative product through accessible language and direct messages.
Headlines create interest. Supporting copy explains the idea. Product information stays clear and easy to navigate.
Imagining the next move.
A new perspective on personal mobility.
Explore the details. Imagine the possibilities.
Product visualisation
Giving the idea a physical form.
The hoverboard is the centre of the Hovertech brand. Its shape, surface details and material treatment establish the visual character that carries through the wider project.
The product exploration moves between overall form and smaller details, considering how the board appears from every angle and how its different elements relate to one another.
Orthographic studies
Top, front, side and underside views communicate the overall shape and visual relationships.
Exploded concept view
A separated view explores the imagined arrangement of the product’s main components.
Materials and finishes
Surface studies explore contrast, texture and the relationship between the body, riding surface and accent details.
Product imagery
Hero views and close-ups introduce the product, establish scale and draw attention to its defining features.
These visuals communicate a speculative product concept rather than a manufacturing-ready engineering design.
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