Create the
Incomparable

'Create the Incomparable' became the foundation of Bugatti's new corporate identity, marking the move from iconic hyper sports car manufacturer to a broader hyper-luxury brand. As part of the team at Interbrand, I worked on bringing that positioning to life across motion and sound.

My focus was creative direction, motion branding and sonic branding. I helped define how the new identity behaves in motion, from the 'EB' monogram to logo animations and brand transitions, and worked alongside the animation and sound studios to make sure the visual and sonic language felt like one system. The goal was a brand that doesn't just look premium in static, but holds its precision and exclusivity the moment it moves and sounds.

The result is a consistent, ownable identity that translates Bugatti's craft into living touchpoints across digital and physical environments.