Scout Motors re-entered the market as an all electric automotive brand carrying deep heritage but no contemporary identity. The challenge was to establish the brand while introducing it to the public, developing a system that could support immediate visibility and long-term growth at the same time.
The work was approached as infrastructure rather than a campaign. The identity was developed from the ground up, with brand, typography, and spatial language built in parallel with product and engineering. This allowed the brand to take shape across physical environments, large-scale public moments, and future retail contexts as a single, coherent system.
The identity was first tested through a major public launch and product reveal. A temporary landscape in Franklin, Tennessee was transformed into a 500 person reveal environment, designed as a compass and positioned within the geography of the Southeast. Wayfinding, spatial systems, custom gifted merch and a brand gallery were developed across the 352 acre site, guiding audiences through the legacy and future of Scout Motors.
The result is a durable identity system designed to scale across more than 100 locations over the next decade, establishing a clear physical and cultural presence for a brand entering a new chapter.
credits
Priscilla Edge
Creative Director
Ray Ng
Brand Experience Director, Scout Motors
Dima Miheev
Spatial Designer
Locomotive
Digital Agency
New Moon
Experiential Agency
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