R2 Reveal

On March 7, 2024, we introduced the R2, R3, and R3X at South Coast Theater in Laguna Beach, California. We lead the development of the R2 visual identity, announcement, event, and keynote graphics. 

As part of Rivian's Brand Experience Team we pioneered a cross-functional effort to concept, develop and design Rivian's first product reveal since the introduction of the R1 in 2018.

Announcement

As our invitation to the world, we sent out an animated announcement revealing the date of the event and giving people a first look at the R2 visual language. A simple looping animation of R2 letterforms expanding to the edge, a behavior paid off at the event's reveal moment.

R2 Reveal
March 7th, 2024

Concept

This was our guiding theory to develop the R2 pill shape. We don't expect people to know, but for those who would like to know our thought process we present this.

Matthew Perdue
Designer & Art Director