Jaguar

As the visual designer on the Jaguar brand, I helped create a visual identity that felt cinematic, modern, and unlike traditional automotive advertising at the time. Working across print, digital, retail, and collateral, my focus was on crafting a cohesive visual language that elevated the premium brand experience.

Looking back, this project shaped how I think about branding today. Rather than designing individual pieces, it taught me how consistency across every customer touchpoint builds a premium brand experience.

Jaguar XF spread — the XF badge over a moody blue bokeh background beside a rear three-quarter shot and the line ‘This is the new Jaguar.’

Jaguar XF street-level billboards on a New York City building.

This brochure was designed to feature the full fleet of Jaguar Cars.

A brochure featuring the XF high-tech winter mode feature.

Jaguar XF winter mode spread — a wheel close-up beside the XF driving through snow with the line ‘This is the new Jaguar.’

Jaguar XF settings infographic — JaguarDrive Control modes for optimizing performance across driving environments.

I had the honor of attending the Jaguar speed-breaking record of the XFR at the Bonneville Salt Flats in Utah. My role was to capture BTS and assist the film crew in documenting this moment.

Quote from article: Jaguar today announces that during a secret speed trial at the legendary Bonneville Salt Flats in Utah, an XFR prototype recorded a stunning top speed of 225.675mph (363.188km/h), making it the fastest Jaguar ever.

Magazine feature spread — ‘The story behind the fastest Jag ever,’ covering the Bonneville speed record.

Behind the scenes at the Bonneville Salt Flats — a driver in racing gear near the XFR prototype.

Behind the scenes at the Bonneville Salt Flats record run.