POLESTAR

AGENCY: DUNDAS MEDIA
ROLE: VIDEO EDITOR / MOTION DESIGNER

· Motion & Design

· Visual Toolkits

· Brand Identity

· Campaign

Pure. Progressive. Performance.

A motion identity system for Polestar 3

Challenge

Polestar 2 entered a luxury SUV market crowded with premium EVs making nearly identical promises (sustainable materials, cutting-edge tech, effortless power) .

Polestar's brand voice is built on restraint rather than volume, which meant differentiation couldn't come from shouting louder. It had to come from moving differently.

The brief: translate Polestar's design manifesto (Pure, Progressive, Performance) into a motion language distinct enough that the brand was recognizable in a single frame.

A blue car parked on a narrow road surrounded by fall-colored trees.

STRATEGY

Rather than one campaign, I built a motion identity system with three visual vocabularies, one per brand pillar, designed to work independently across formats but read as a single brand when placed side by side:

  • Pure — restraint as motion. Long holds, generous negative space, type reveals paced against silence. Nothing moves that doesn't need to.

  • Progressive — engineering made visible. Battery architecture, aero surfaces, and chassis data translated into abstract, generative pattern-work motion that feels engineered, not decorated.

  • Performance — velocity as rhythm.
    Fast cuts, kinetic transitions, sound-designed to the SUV's actual acceleration curve.

Interior of a modern car with beige seats, a steering wheel, and a dashboard with a large touchscreen display showing climate control options, parked on a highway.