The dawn of a new era.

Brand Design for Mercedes-EQ

As lead agency for corporate design, we develop the visual identity for the Mercedes-EQ sub-brand. Our starting point: the new luxury strategy of Mercedes-Benz. Our hero: the translucent star that characterizes the new age of electromobility as part of the EQA campaign.

The translucent Star: Symbol of modern electric mobility

The translucent star conveys luxury in its nuanced and scupltural design, but at the same time symbolizes the lightness and progressiveness of the Mercedes-EQ sub-brand. Its transparency allows it to absorb the color of the background, making it perfect for flexible use on image motifs.

Redefining progressive luxury

We abandon the classic black layout area and give the image room to work. For a better contrast ratio we developed a translucent layer.

Meet the team