Redefining High-Speed Performance for a Brand's Next Era
A next-generation Corvette concept built for the track. Reimagining performance through immersive HUD systems, digital ownership, and a brand designed to move at speed.
Company
General Motors
Role
Lead Experience & Visual Designer (Employee)
Team
Sound Design - Chris Archer
Designer - Kyle Reimer
Manager - Robert Jablonski
Context
Several design groups inside GM were competing to create the most future-forward Corvette, inside and out, for an executive review in the Design Dome. Every group had the same brief: a track-focused flagship concept. New technology and materials were encouraged, which left room to explore how far into the future each concept could go.
Insight
Metaverse platforms and NFTs were gaining momentum outside the auto industry, and no performance brand had planted a flag there yet. A brand built around performance had a credible reason to explore that space: new customers, a new entry point into the brand, and a potential new source of revenue.
Decision
Alongside the performance brief, I explored a few further-reaching ideas: the windshield as the primary interface instead of another screen, customization in the metaverse before the physical car arrived, HUD overlays that coached the driver instead of just informing them, and a shareable NFT performance record other drivers could scan and compare against.
This was a concept exercise, and the team was eager to explore it. The main challenge was deciding how far to take each idea while keeping it grounded in the research.
Vision
It was presented to GM's executive leadership inside the Design Dome, alongside the other Corvette concepts under review, and it informed new projects for both brand and production teams after the review.
What I took from this was the value of showing a future vision before the capability fully exists. A concept that reaches a little past what's possible today gives production teams something concrete to work toward.
Inspiration
To achieve a “track weapon”, we frequently referenced displays of aviation, specifically fighter jets. These pilots need to make split second decisions which is possible through the displays, communication, and physical performance of the aircraft. We wanted our driver’s cockpit to feel the same.
A Faster Brand Image
A simplified Corvette identity built to express speed in motion, refining the iconic crossed flags into a more dynamic mark designed to flex, distort, and move with the same precision as the vehicle itself.
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Corvette Flags
Modernized Flags for a faster look and dynamic animations
10 (X)
The converging flags form the X, (Model 10)
Variable Type
A name that lives in speed
A Cockpit Built for Speed
A simplified Corvette identity built to express speed in motion, refining the iconic crossed flags into a more dynamic mark designed to flex, distort, and move with the same precision as the vehicle itself.
Metaverse Creation
Targeting a younger audience, the C10 is bought, created, and infinitely customized inside the metaverse before receiving your IRL copy.
Vehicle as Simulator & Coach
Use your vehicle as an immersive metaverse simulator through enhanced HUD displays. Create a digital performance record and IRL performance record. Corvette racing pros are their to give advice based on your racing habits.
NFT Performance Share
In the real world, fellow racers can enable their cameras to “scan” your NFT and see your history and performance.
HUD Primary Display
The most important information is readily available within the driver’s eyesight so they can focus on the track while staying informed.
