Midway through the ideation phase of Transportation Design, we were informed that Jirawat Jeamvigite, Senior Designer of DesignWorks BMW, would be coming to critique our sketch concepts. More sketching and sleepless nights ensued, with plenty of coffee, energy drinks and loud music to keep us going.
Our presentation to Jirawat went well. He was impressed with our dedication and drive to the project, and it even struck a nostalgic chord within him - he missed being caught up in the intensity of studio projects like this. However, in all of our haste to churn out good sketches, we had accidentally pushed the brand identity that we had spent nights creating - Greenhive - aside, and Jirawat gently reminded us not to forget that. It was important to include the emotional qualities of our brand identity in our designs, because it is those qualities that will make our vehicles stand out that much more.
The next day, some of us sat down with Jirawat for coffee for an informal designer tête à tête. Humble and truly down-to-earth, we were grateful to have been given the opportunity to make a great network connection with him.