CUPRA's global site needed to go beyond a product showcase and become a genuine brand statement. The challenge was to translate a young, provocative, and design-obsessed brand into a digital experience that could feel both premium and raw — distinctive enough to stand on its own, without falling into the conventions of traditional automotive web design, while remaining clear and functional across multiple international markets.
Working within C14torce's creative team, my focus was on the art direction: establishing the visual hierarchy, the editorial approach to model photography, and the overall aesthetic attitude of the site.
The relaunched CUPRA global site became a reference point for how an automotive brand can communicate personality, not just product.
Directing the visual identity of a brand —this culturally charged one that's actively defining what a modern car brand looks and feels like—was one of the most creatively stimulating projects of my career.
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(2016-25©)
