Horwin Motorcycles - Brand Design & Concept Art

I had the opportunity to work on a truly fascinating project that presented some initial challenges. The project was for Horwin, a cutting-edge manufacturer of advanced electric motorcycles, wearable tech, and robotics. The company was undergoing a rebranding process, but they had hit a roadblock. Two factions within the company had differing visions for the rebranding - Party (A) wanted to pursue a Silicon Valley/Apple/Tesla route to build on current visual assets, while Party (B) considered this approach too safe and boring. Party (B) favoured a super futuristic direction inspired by 'West World', but party (A) thought it was too dystopian. I was hired by their copywriter to create concepts for each direction in an attempt to move everything forward. However, I realised early on that this would not resolve the deadlock, so in addition to creating concepts for the existing directions, I proposed a third option: a vaporwave/retrofuturism aesthetic. This nostalgic vision of the future struck a chord with both camps, offering familiarity and comfort while also exuding vibrancy and excitement. It was a perfect blend and it resonated deeply with everyone involved.

Ultimately, both parties embraced my proposal, and I was entrusted with developing Horwin's new brand identity. Collaborating closely with the copywriter, we crafted an absolutely stunning brand book that not only captured the essence of the company's future direction but also set the stage for its continued success. It was incredibly rewarding to see production motorcycles take direct inspiration from the original concept artwork I produced.

You can read a little bit more about the project here: https://www.twistedlizard.co/project-horwin.html

I combined 3D modeling and illustration to create a series of inspiring concept images that ignite imagination and provide a nostalgic positive vision of the future.

The brand book I designed and beautifully illustrated is crafted to not only provide guidance on how the brand should be represented visually but to also communicate the core messaging of the copywriter's text

Horwin has fully embraced the visual identity I created, using every element - from the font and color palette to the style recommendations, concept artwork, and illustrations - to visually inspire people about a future made possible by their technological advancements.

The styling/colour scheme of the SENMENTI X and the SENMENTI 0 production models take direct inspiration from the original concept artwork I produced.