The challenge
Launching a car months before anyone could sit in it.
Shift needed early reservations, but a spec sheet and a few renders could not convey how the car feels.
All work
05 / 05
A real-time configurator and launch experience that lets drivers feel an electric car long before they sit in it.
- Project
- 05
- Category
- Interactive Experience
- Year
- 2024
Overview
A car you can’t test drive yet, made to be felt anyway.
- Client
- Shift Mobility
- Industry
- Automotive
- Year
- 2024
- Location
- Munich, Germany
- Services
- Creative Direction
- UX/UI Design
- Web Design
- Development
- Motion
The approach
Sell the sensation, not the specification.
Dark, cinematic and lit by a single ember-orange light — the charge ring — that follows the visitor through the story.
The solution
A WebGL launch story and a configurator that renders every change live.
Scroll-driven chapters for range, charging and performance, ending in a configurator that leads straight to reservation.
The result
The car became tangible long before the first delivery.
Visitors explore, configure and reserve in one continuous experience.
What we did
Our part in the work.
Qoro led 5 disciplines on Shift, carried by one small team from first conversation to launch.
- 01 Creative Direction one light, one story
- 02 UX/UI Design configure to reserve, uninterrupted
- 03 Web Design cinematic, dark, precise
- 04 Development real-time WebGL rendering
- 05 Motion scroll-driven chapters
Design system
Colour & type.
The palette and typefaces behind Shift. Tap a colour to copy its value.
Display
Almarai ExtraBold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 &?!
Body
Almarai Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 &?!
Near-black space, one ember light source and heavy type that cuts through the dark like headlights.
Wordmark
Shift
Interaction — try it
The website
Designed and built in the browser.
Homepage, index and inner pages, designed as one system across desktop and mobile.
On mobile
Redesigned for the thumb, not shrunk from the desktop.
Outcome
-
01
More immersive experience
The car felt before it is driven.
-
02
A direct path to reservation
Configure and reserve in one flow.
-
03
A launch platform to grow
Built to welcome future models.
Shift — in one line
A launch that let people feel the drive before the doors ever opened.
Next project
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