Soul started from a tension every carmaker now faces: AI, connected devices and constant connectivity keep pushing the driving experience onto screens and the balance between physical and digital had to be found again. The brief was an in-house HMI that fused product and software design into one experience, built around the driver rather than the technology.

I worked on the HMI alongside my studio mates, taking it from research and brand definition through to prototyping. Five principles — purity, honesty, bond, precision and consciousness — governed every decision, from information hierarchy to interaction.

The result runs through the whole cabin: a brand identity applied from the bodywork inward, a cluster that keeps speed, range, navigation and assistance legible at a glance, and a central display that makes energy and charging readable in a second. What binds them is a single gradient. It reads as battery level, but behaves like a presence — one soul shared across both screens, drifting from the display to the cluster and back rather than belonging to either. That movement is the bond made visible: Soul is less a car than an echo of whoever is driving it.