Lucid Motors is setting the bar for the highest level of design in the automotive industry. When they approached us to develop their sonic branding and ux sound design for their in car experience for Lucid Air, we were beyond excited. Over the course of two years, we partnered with their brand and ux team to develop a sound ecosystem that is representative of the high design aesthetic and detail that supports the brand as well as the entire user experience.

When designing sound for in car experiences, priority goes to developing an understandable language that is clear and communicative (more on this below), but we also wanted to inject a distinct feel that is reflective of the brand. Lucid is not a heritage brand and core to their communication is projecting the feel of future luxury alongside intelligent design. With this in mind, we wanted to support the immersion of their in car experience by using depth, space and layers in our design while also using a warm, rich, harmonic sound palette that is elegant and softer than most in car ux sound experiences. We also wanted to play off of the idea of gusts of wind or air by using natural sonic textures and connected melodic phrases that blend into one another for some of the core brand moments.