In 2010 I joined the Jaguar Advanced design studio as part of my undergraduate Industrial Design year in industry program. I got to work with a team of designers both in internal and exteranal design, extremely skilled in their craft that served as a benchmark for true excellence in dedication and talent. I consider myself to be extremely lucky to have had this experience as I learnt a tremendous amount in the way the industry works with respect to every aspect of the automotive design process as well as improved myself exponentionally in the short year I was there. Not to mention I got to work on projects that were top secret to the general public, projects that were aimed at shaping the DNA of the Jaguar brand for the future. This needless to say was a phenomenal oportunity for an aspiring designer.
My Self-Directed Project:
During my work at Jaguar I was assigned many projects, one amongst which was to research, develop and design a steering wheel concept for use in Jaguar cars of the future (circa 2020). This project was given to me in order to teach me about the entire design process. Below is my journey:
Initially I researched the Jaguar brand thoroughly exploring the history in its entirety in order to understand what it means philosophically and what it means to be a "Jag" owner. Both elements crucial in discovering the core DNA of the brand.
Using the information I collected from my research into the Jaguar brand I developed initial concepts and renders to isolate and further a direction that would compliment the goals of the project.
After much deliberation and tweaking this is my concept. Its full details can be seen in the animation at the top. Enjoy :)
