General Motors
EV Experience Tour

*art direction *experience design *print design *digital design *branding *environmental design

To increase consumer awareness and adoption of EVs, General Motors launched the EV Experience Tour, a nationwide, hands-on introduction to GM’s electric lineup. 

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We were tasked with developing a custom visual system for the EV Experience Tour, distinct from yet connected to General Motors and GM Energy's existing branding. The system came to life across the tour’s centerpiece “Cube” trailer, wayfinding and informational signage, take-home merch, and personalized post-event emails tied to vehicle engagement.

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The result: 6,600+ onsite handraisers, nearly 14,000 test drives, a 32% lift in EV perception, and 724 vehicle purchases in its first year.