To rethink everything, start from scratch. We met Peter Rawlinson and Derek Jenkins back when their company—then called Atieva—was designing state-of-the-art batteries for electric vehicles of every kind. They always had a bigger plan: build their own EVs from the ground up and supercede the legacy luxury market. To make this happen, they sought a creative partner who shared their passion for design craftsmanship and valued a deeply collaborative approach. Together, we’ve built brand systems and experiences—from positioning and identities to their showroom concepts—to help them realize their vision. Starting before the launch of Lucid Motors, to their IPO, and all the way to winning MotorTrend Car of the Year. As their agency of record, we remain deeply embedded with Lucid’s brand team, shaping strategic brand initiatives and paving a new path forward.