A supercar showroom in Portland, Oregon — It's a beautiful ride
The Grand Prix Motors identity centres on a black wolf emblem, a mark chosen for its association with precision hunting, pack loyalty, and quiet dominance — traits that mirror the discipline Grand Prix Motors represents.
The visual system is built for authority, not noise. Every touchpoint, from signage to digital, reinforces one idea: this isn't just a showroom, it's the top of the food chain.
The wolf is GPM's iconic emblem, custom-created and meticulously researched to represent the showroom and its ethos. Hanging mid-air, its form combines folklore-style talons with a body shaped into a shield.
The identity is led by glyphic-style typography, strong with a heritage nod, paired with a muted colour palette inspired by Porsche. A series of logo emblems and lock-ups extend the system to an Auto Spa and Drivers Lounge. 'It's a Beautiful Ride' leads the messaging, both aspirational and exclusive.
This project was In collaboration with Discommon, responsible for the entire internal design of the showroom, from furniture to art installations and strategic direction of the project.
As part of the art installation, we created a series of print posters alongside various other artists. We also built our own halftone studio using AI and Claude, iterating on the tool until it became an app that let us generate halftone patterns and heavily customise them with a range of settings.
