Design & development of Segway’s debut fleet of hybrid-electric off-road vehicles as they entered into the powersports market.
Role: Creative Direction, Content Creation, & Individual Contributor
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Segway aspired to enter into the powersports market with a fleet of the worlds first hybrid electric off-road vehicles that would compete against industry giants. They needed a design that would establish trust and stand out through rider comfort, performance, and aesthetics for an entirely new audience.
They arrived at Teague with a blank sheet of paper and huge ambitions. I took the role of Creative Director and was responsible for managing the design team & our client relationship while also remaining a full time design contributor.
Our journey together.
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Segway ambitioned from the onset to enter the powersports market with a fleet of hybrid electric off-road vehicles. To accomplish this, the company sought a proven, confidence-inspiring design partner that would complement its engineering expertise. This led Segway to Teague.
Fast iterations.
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It was important to be fast to market, but making a breakthrough design takes time, which is why we ended up developing tools that would make us exceptionally efficient without ever sacrificing the design quality.
Pioneering.
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During this project we pioneered the process by combining traditional and contemporary design tools across both the digital and physical domains, helping to minimize costs and optimize the ability to collaborate. This included developing tools that allowed us to evaluate rapidly evolving design modifications in VR to reduce the physical distance between teams.
This led to a faster work flow and allowed all stakeholders to be equally invested in the design and development of this fleet.
Our DNA is designing at scale.
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Products at this size need to be experienced. For this reason, we were quick to stand up full-scale experiential prototypes complimented with high-fidelity virtual reality, giving us the ability to be informed faster and pivot as needed.
Design DNA
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Ready to Pounce
Constantly in motion, these vehicles live and breathe speed and power. They are designed to visually communicate that they are ready to pounce within a heartbeat.
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The Snarl
With a piercing stare, pointed ears, a curled lip, and glaring teeth, these vehicles have an intimidating presence. With strong facial features complemented by meticulous attention to detail, they capture the essence of an apex predator.
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Athletic & Muscular
We show our muscles with pride, These vehicles are unflinching, regardless of the terrain. Their distinctively athletic posture is a reflection of our exception, built-to-last engineering.
Villain is unapologetically confident. Long flowing lines and prominent surfacing ends abruptly at the rear shoulder, visually emphasizing its power while speaking to the fluidity of which it cuts through the air at speed. Pitched forward, Villain looks constantly in motion with its sporty stance and aggressive detailing. Villain is wild, mean and ready to pounce.
Clean and robust bodywork signals the strength and utility of the Snarler, while its pouncing gesture makes the design feel constantly in motion. The visual massing, seen in the broad shoulders and sweeping hood, communicate the vehicle is planted firmly to the ground and capable of carrying heavy loads. All the while the sleek and flowing lines, extending upward from the front to the back of the vehicle, help show the vehicle is quick and nimble. Subtle details, like the pillion seat break, help indicate how focused the design is on enabling the ultimate passenger experience.
Fugleman is a brute workhorse. While the styling takes cues from the SSV, the UTV remains utilitarian at its core. While the interior is packed with storage options, it remains comfortable and open. The large doors give generous affordances for ingress and egress of the vehicle. The slope of the hood not only conveys a strong and aggressive nature, it also gives the driver better visibility.
Sharp lines follow from the front to the back of the vehicle, making it heavily directional. The truck bed maintains this directional styling, while keeping all the functionality of the articulating cargo box. The sporty lines convey quickness and precision, while providing all the muscle needed to get the work done.
