Rimac Group — From brand logic to cockpit, we helped shape the Rimac Automobili visual identity from the ground up — brand guidelines, visual language, bespoke typefaces, and graphic systems — then carried it into every dimensional expression: car graphics, helmet and suit design, UI, and brand presence. Total creative and art direction across the brand's most defining chapter.

Rimac Automobili was no longer a startup — it was a world-record-holding hypercar company and majority shareholder of Bugatti Rimac. The challenge was to build a total brand system worthy of that ambition: one that could hold its own against legacy luxury marques while remaining unmistakably rooted in technology. The strategy centred on a single, unifying concept — luxury_tech — a deliberate tension between two worlds, expressed across every touchpoint from the car's body to its cockpit screen.

The visual system was inspired from early graphic system based around channeling of the PCG boards outward. Furthermore cues from the Rimac cars was used as an integral structural brand asset. In the Nevera: the three-element LED signature on the sideskirt, the "Kravat". From this primitive, a complete graphic language was generated — the Thunderbolt asset, pattern systems, a content device, and a strict 30° angular framework governing geometry, layout and proportion across all media. Three bespoke typeface families were developed from scratch — display, digital and illustrative — each carrying the Kravat's geometric DNA. The UI was conceived as an abstract extension of the same signature, with a living particle system adapting from a single primitive across grids, indicators, graphs and colour-morphing drive modes. Over 120 bespoke icons were drawn. A 250+ page CI manual codified it all — from part markings to interior design, photography, signage and apparel. Hidden messaging literally ran through everything: I.C.E. Breaker on the windscreen blackprint, Rimac spelled in sequence across the camouflage pattern, an easter egg Rimac logotype glyph embedded into the type system itself.

The result was a complete, coherent brand universe — applied across the Nevera hypercar, Rimac Automobili corporate identity, Rimac Technology, merchandise, apparel, exhibition spaces and a Puma collaboration. The CI guidelines became the definitive reference for the Group's visual future and helped set the standard for what a Croatian-built hypercar brand could be on the world stage.