Materiality was Jaguar Land Rover’s strategic approach to Sustainable Modern Luxury: a way of treating materials, processes and technologies as part of luxury’s responsibility. Its premise was simple — aesthetics with ethics.
I was the lead graphic and visual designer for the programme. My role was to turn a complex sustainability strategy into a coherent visual language: clear enough to align design, engineering and leadership, and refined enough to sit alongside the vehicles and materials it described. The system connected identity, strategic communication, moving image and material storytelling.
At the pinnacle of the strategy was the New Range Rover. Its curated interiors paired sustainable materials with leather alternatives, including a Kvadrat wool-blend textile combined with lightweight technical Ultrafabrics PU. The visual work made those material choices tangible, placing process, provenance and sensory quality inside one modern-luxury narrative.
Materiality for Land Rover won the 2022 European Product Design Award in Design for Society / Design for Sustainability. The recognition gave the programme external proof that responsible material innovation and uncompromised luxury can strengthen one another.
- Year
- 2017–2019; awarded 2022
- Project No.
- 012
- Client
- Jaguar Land Rover
- Discipline
- Visual Identity, Strategic Communication, Motion Design, Material Storytelling
- Role
- Lead Graphic / Visual Designer
- Production
- Materiality identity, strategic visual system, film and on-vehicle material communication
