The Porsche EV Experience

Reimagining Porsche’s EV interior without losing the soul of driving.

problem

As Porsche transitions toward an electric future, the interior experience risks losing the tactile, analog qualities that define the brand’s driving identity. EV interfaces often prioritize efficiency and minimalism, which can feel disconnected from Porsche’s emotional, performance-driven heritage. The challenge was to preserve what makes a Porsche feel like a Porsche while rethinking the interior for a quieter, more digital future.

solution

I led the visual strategy for a collaborative project with Porsche to conceptualize a future EV interior that balances digital clarity with emotional depth. As Senior Visual Strategist, I guided a five-person visual subteam within a 20+ student team, developing a cohesive visual system spanning typography, layout grids, and narrative themes. Research insights were translated into immersive UI concepts and client-facing storytelling—reinforcing Porsche’s analog DNA through refined digital interactions rather than replacing it.

Reimagining Porsche’s EV Future explores how Porsche can transition into electric vehicles without losing the emotional intensity, precision, and driver-first mindset that define the brand. Developed in collaboration with Porsche and SCAD, the project reconsiders the EV interior as a multisensory experience that preserves analog driving values through refined digital systems.

Grounded in research on Porsche’s brand DNA and competitive EV landscapes, the team identified a critical tension between efficiency-driven EV interfaces and the emotional feedback drivers expect from a Porsche. In response, a set of guiding design principles was established to prioritize continuity over novelty, ensuring that digital interactions reinforced performance, control, and clarity rather than replacing them.

As Senior Visual Strategist, I led the visual direction for a five-person subteam within a larger multidisciplinary group, translating research into cohesive systems across interface language, layout, and storytelling. This framework supported the development of four distinct drive modes, along with updated interior and exterior concepts, each designed to evoke different emotional states while maintaining a unified Porsche identity.

The final outcome positions electrification not as a departure from Porsche’s heritage, but as its evolution, demonstrating how thoughtful visual systems and interaction design can carry legacy driving experiences into a quieter, more digital era.