Volvo EX90
– Global Event Launch
Digital design,UI Livestream platform and product
materials for EX90 launch, Volvo Cars
CREDITS
AKQA
CT Studio
MY ROLE
UI Design
Visual Design
MORE INFO
The Volvo EX90 wasn't just a new car, it was Volvo's most intelligent and safest vehicle ever made, and the first flagship in their full electric era. The launch had to communicate two things simultaneously: technical sophistication and human warmth.
My challenge was to translate that into a coherent digital experience, a livestream platform that could carry a global audience through a high-stakes reveal moment, alongside physical event collateral that felt seamless with the digital world around it.
Bridging digital and physical across a single launch moment
MY CONTRIBUTION
Working within AKQA's cross-disciplinary team alongside Creative Directors, strategists, and motion designers, I contributed across both the digital platform and the physical event environment by ensuring brand coherence whether someone was watching the livestream from Tokyo or standing inside the reveal space in Stockholm.
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LIVESTREAM UI
Full digital viewer experience — desktop and mobile — from invite registration through to the live
reveal moment.
COUNT DOWN EXPERIENCE
Gradient animation screens that built anticipation — a visual metaphor for the EX90's proximity-sensing technology.
EVENT COLLATERAL
Lanyards, signage, menus and large-scale print materials carrying the visual language into the physical space.
LIVESTREAM PLATFORM — MOBILE EXPERIENCE
The gradient animation work was a particularly interesting design problem. The car's core technology its ability to sense and respond to proximity needed to feel present in the digital experience too. The countdown screens weren't just holding patterns; they were a visual metaphor for the car's intelligence, shifting and warming as the reveal moment approached.
Working from a development wireframe, I designed the full visual experience of the Livestream platform in Figma, including designing multiple variations, presenting to the Design Director, and iterating with the client and our Creative Technology partners until the platform was both on-brand and buildable.
PHOTOGRAPHY SCENE CREDIT: SPACE PRODUCTION TEAM
“The EX90 was Volvo's first fully electric flagship and for me, it was the project where I learned what it actually means to be trusted with something that big. Not just by the brief. By the people in the room.”
DESIGN DECISIONS
Volvo's visual language is inherently restrained the minimal, Nordic, precise. The challenge was to work within that premium register while introducing the warmth and personality the campaign demanded. Every UI decision had to feel like it belonged to a Volvo product without feeling cold or transactional.
On the event side, physical materials needed to hold their own in a space where architecture, light, and interactive technology were all competing for attention. The collateral was designed to disappear into the experience to present, functional, on-brand, without ever drawing focus away from the car itself.
The lanyard concept, layout and final production artwork were entirely my responsibility. From initial proposal through to final InDesign output.
Designed and produced in InDesign. The client requested a map be incorporated, I fully designed the solution for integrating that requirement while maintaining the event's visual language.
Designed in Figma, and worked alongside with the CT team to broader the responsive design.
The lanyard concept, layout and final production artwork were entirely my responsibility. From initial proposal through to final InDesign output.
3D ENVIRONMENTAL SCENE CREDIT: CREATIVE TECHNOLOGY
Volvo’s most impactful launch to date
IMPACT
The EX90 reveal became Volvo's most significant launch in the brand's history most visited by thousands over four days in Stockholm and seen by millions globally. The campaign inspired a record number of engagements across Volvo's channels.
REFLECTION
The EX90 launch was my clearest lesson in what it means to design for a system rather than a deliverable. Every asset from a registration email, a gradient on a countdown screen to a lanyard worn by a guest that was part of a single brand moment. The discipline to keep those coherent across digital and physical is something I carry into every project now.
The best design work starts from the emotional experience you're trying to create, then works backwards to execution. The EX90 wasn't a UI brief. It was a feeling, and my job was to find the visual language for it.
