Overland AI
Autonomous Vehicle
Ownable Defense:
Creating a design language that respects the category.
Strategic Challenge: How might we design an autonomous military vehicle that embodies speed, ruggedness, and superior capability while establishing immediate credibility in the defense sector? This project was not about solving user pain points, it was about creating a physical ownable asset language for Overland.
Brand: Overland AI specializes in developing advanced autonomous vehicle technology, focusing exclusively on defense applications. The company has an established visual identity (logo) and seeks to maximize its existing brand equity in this transition.
Strategic Insight: While our autonomous technology is revolutionary, the vehicle's design must speak the visual language of military/defense vehicles to build trust. The innovation should be evident but not at the expense of proven defense design principles that signal reliability and operational readiness.
Approach:
Immersion:
Category & Competition
Brand:
What can be leveraged?
Concept Themes
Based on POD & Benifit Comunication
+Competition:
-Defense
-Off-Road
-Autonomy
+Opportunity Space
+ Stakeholder interviews
+Category Norms - Takeaways
+Brand Assets
+Point of Difference
+Brand purpose
+ Brand Pillar Extrapolation
+Concept Theme
-Link to Brand
-Opportunity Space
-Shape Drivers
- Shape
+Opportunity Space
+Category Norms - Takeaways
Category Takeaways
The autonomous military defense category is true to form with the rest of defense. The vehicles are pragmatic and simple in construction. There is little or no attempt to differentiate by brand. Tnate the customer. There are ways to elevate what we see here, carefully combining this aesthetic with other elements Overland AI needs to communicate. he codes and cues for the category are strong and deliver authenticity or trust to the vehicle.
The takeaway for design is to leverage these cues to right-size the design and not alienate the customer. There are ways to elevate what we see here, carefully combining this aesthetic with other elements Overland AI needs to communicate.
What's Overland's
Point of Difference?
Speed
Of course, autonomous technology is the underlying differentiator, but that manifests in the vehicle's ability to reach offroad speeds that cannot be replicated.
That opens up a parallel category to take inspiration from. Off-road ATVs. They convey a sense of capable offroad speed that we don't see in the defense category but is a complete part of the value proposition for Overland.
Autonomy Takeaways
The autonomous vehicle landscape extends far beyond familiar names like Tesla and Waymo, particularly in the emerging field of unmanned utility vehicles. Our research revealed an untapped opportunity in autonomous field operations, leading to three key insights:
First, embrace the fundamental utility of a flatbed design - its straightforward functionality makes it an ideal autonomous partner for diverse field operations. Second, visually distinguish between the operational platform and its payload to emphasize the system's adaptability. Third, recognize that autonomous vehicle design language remains largely undefined, especially in utility applications. This presents a unique opportunity to establish the visual vocabulary for our segment of the category.
What are our assets?
Sheild
Protection
Off-road vehicle Tracks
Capability
45 Degree angle
movement and speed
Themes
Collaborating with Overland, we crafted three distinct design themes. Each theme created a unique entry point into the Overland brand, weaving together elements from defense vehicle design, Overland's point of difference, and signature brand expressions. This comprehensive approach yielded a cohesive design language that could be adapted across their vehicle lineup while remaining unmistakably Overland.
Proactive
Protection
Language
+1 - Sheild Extrapolation - conveys speed and aggression
+Sheild becomes the ownable element for the language
+Running light becomes a repeatable element
+Technology Senors violate the shield
+2 - Sweeping 45deg angles - drive the overall gesture
+3- Long low proportions - conveys speed
+4- Open wheel - conveys agility
Proactive
Protection
Or... it could be
Smart
Utility
Language
+1 - Pill Shape - Leads the language and differentiates from completion while remaining a strong element.
+2 - Track pattern from logo asset
+3- Ownable element- Utility through hole on the vehicle
+4- Rounded corners relate to the language, creating flexibility.
Smart
Utility
2 ways into an ownable design language
Proactive Protection
Brand Asset Focused
Drawing from Overland's established design DNA, this concept champions speed through its dynamic proportions and purposeful stance. The aggressive shield-like front end projects capability and strength, while exposed wheels pay homage to the off-road racing influence. The simple angular body panels root the design in the military category communicating pragmatic utility. Each design element works cohesively to reinforce Overland's core identity as an off-road capable, go-anywhere fast, military vehicle.
Smart Utility
Category + Language Flexibility
Focusing on communicating the benefit of autonomy beyond speed, this concept considers disrupting the category with slightly softer and more modern shapes. At the same time, focusing on the inherent benefit of the expanded utility of an autonomous vehicle. The "racetrack" shape anchors the language, highlighting the ownable elements such as the autonomous technology in the headlight, as well as the ownable through hole in the side of the vehicle or added infield utility.
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Contact
Phone: 646-241-3216
Email: paulfdiehl@gmail.com
Profile: Linkedin?
© pauldiehl 2024
creative director
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