Artwork

SUBARU vehicles are not only practical and enjoyable for daily use but also excel in outdoor adventures, long-distance road trips, and other extraordinary scenarios. Focusing on the excitement of these “extraordinary” experiences, I defined three key themes: "FIELD", "SPORTS", and "JOURNEY". Using these themes, I designed a framework based on color psychology to visually connect each vehicle model with user expectations. This framework provided clarity on the direction for both current and future models, facilitating deeper, higher-quality discussions during the development process.

"FIELD": The joy of packing up for an adventure, immersing yourself in nature, and creating unforgettable moments.
"JOURNEY": The thrill of long drives, discovering breathtaking scenery, and experiencing unique emotions and insights.
"SPORTS": The excitement and satisfaction of having complete control over the vehicle, responding perfectly to your intentions.

These themes became the foundation for design proposals, which were tested and refined to explore the full potential of future SUBARU vehicles.

One notable idea from this project was "SUBARU Pursuit Traveling", which has since been patented as SUBARU’s intellectual property. This concept leverages social media to allow users to share destinations, forming convoys of vehicles that share energy and travel together. It enables connections with friends heading to the same destination or even new acquaintances with similar interests, fostering a deeper sense of community among SUBARU users. This innovative feature enhances the SUBARU brand by creating a more meaningful and connected user experience.

Through this project, I contributed to redefining the value of "extraordinary" experiences that SUBARU vehicles offer. The strategic design approach I developed has opened new possibilities for future vehicle development and strengthened the brand’s unique identity.