outline.19 copy.jpg

IN THE NEXT 5 YEARS

*This project does not necessarily

represent the views of Hyundai Sonata.

AUTOMOTIVE  CMF

14 weeks project

including:

CMF trends research

3 CMF colorways / concepts

3D modeling & rendering

ArtCenter Fall 2019
Under the guidance of Kimberly Marte

outline.18 copy.png

Creating designs

embodying the
DNA of

Modern Premium

Living life with a

confident outlook.

Richness in Simplicity.

 

Enjoying the simple things

that really matter.

1123_1_edited.png

CREATIVE


For change and innovation that best provides the most important necessities. The creative thinking that Modern Premium seeks is about providing actual benefits to the customer while addressing their needs in the smartest and most efficient way.
 


CARING


Cars that care for the driver with heightened reliability, a safer environment, and emotional value. The care that is reflected in Hyundai Motor's Modern Premium delivers our concern and consideration through emotional values.

BRAND PROFILE

Asset%25204_edited_edited.png

BUYER  PROFILE


Tom is an engineer who works in Silicon Valley, San Francisco. He is running a YouTube channel giving Korean audiences traveling tips in the USA, interviewing with different professionals, and providing practical advice on living in California.

Korean Youtuber                      41  k  followers

TOM   32  y.o.

- Solitary and bustling.

- Interact with the interviewers.

- Sharing ideas and energies with audiences.

- Traveling between urban and nature.

- Enjoying every moment.

*This project does not necessarily

represent the views of Tom in real life.

moon.jpg

base grade / 
moon phase 

exploring the notion that time seemingly slows down, including contemplation, isolation and reflection 

harvest.jpg

mid grade / 
natural harvest

embrace authenticity, craft, and history to give the texture a sense of personality and emotion 

forest.jpg

premium grade / 
deep forest

the serenity of nature and smoothness of jade, rich tones of green heighten the high-end feel  

moon-side2 copy.png

Rendering

Investigation

base-steering-dark PVC leather.png

Final | CMF Build Book

Untitled-2.jpg

 

Industrial & CMF Designer

Email: info.jamestsai@gmail.com

Copyright © 2021 All Rights Reserved