The Brief:
Develop a full brand identity for a Palm Springs company that converts vintage Ford Broncos into fully electric vehicles.
The Problem:
Electric conversion companies tend to lead with engineering. Specs, range, performance. That messaging works for early adopters but loses the emotional appeal that makes a vintage Bronco worth owning in the first place.
The Insight:
Palm Springs has a distinct culture: desert landscape, mid-century architecture, a laid back but quietly expensive way of living. Vintage vehicles there aren't just transportation, they're part of how people present themselves. The opportunity was to build a brand that lived in that world rather than the EV world.
The Solution:
Retro Fit was positioned as a lifestyle brand. The identity drew from the city's aesthetic: clean, rugged, warm but considered. Schematic design elements on the merch nodded to both technology and vintage craft. A Dynamic Island live activity for charging, a coffee table book, curated retail touchpoints: each decision was designed to make ownership feel like something, not just getting from A to B.
