VEER is a hypothetical modified car exhibition at LACMA.
‍
In my research, I discovered that the increasing popularity of car customization among car enthusiasts, and that advanced aftermarket car products and services contributed to the growth of car modification communities. However, this rapid growth has also created inaccessibility for women and those who can’t afford a car. I propose an interactive identity to provide car enthusiasts with a safe space for learning through LACMA, and hands-on experience for every gender and class.

VEER means to change direction and to steer away from. I chose VEER as the name of the exhibition, because it encourages my audience to steer away from the idea that cars are only for going from point A to point B. The logotype element that makes up the “E” in VEER is inspired by the longitudinal pavement markings on roads.

LACMA’s mission is to have the spirit for experimentation, celebrate culture and diversity in new and unexpected point of view.

I chose LACMA as my collaborator instead of Petersen Automotive Museum because VEER celebrates the culture of personalization and experimentation through using cars as a canvas.

The motion graphic is a pattern of the graphic element in the “E”. This pattern is inspired by the race flag and the slogan captures the meaning of VEER — to change direction.

I used MadMapper to project and map the motion graphic onto a modified car, serving as the introduction to the exhibition. This is being used as the opening ceremony for the exhibition.

The motion graphic is made to be flexible for application on different surfaces and activates the brand. Here on the vehicle, I leveraged the motion graphic to tell the narrative of the car getting ready for race, and then overtime, speeding up until the messaging appears.

This is the zine visitors will receive at the beginning of the exhibition. I chose this imagery of a traced car to color coordinate with the exhibition, but also to represent the “DIY” aspect of personalization that this event showcases.

I strategically placed each car on the platform that is color coded to match the information on the zine given in the beginning of the exhibition. An interactive information screen will be placed next to each car, where users can look at the exterior and interior of the car using a 360° function. The screen will also display information about each car's modification and the artist.

Signs in the exhibition will lead visitors to an interactive installation where visitors can immediately “modify” their car using a table and stylus. I designed this interactive piece because it creates a more memorable experience for the visitors through participation.

This is a set of posters I designed to promote the exhibition. I used the modified typeface I designed for VEER along with my imagery, and graphic element to activate the brand in Los Angeles. These posters also showcase the artists' work and introduce what car modification is to people who walk by.

Interaction also exists outside of the exhibition. I designed this poster to encourage the audience to be a part of VEER. Audiences can scan the QR code which will take them to the mobile site. Through the site, they can draw on the car, fill in their name, hit the submit button, and see their drawing live in the bus stop poster.

I used this section of the project as an opportunity to learn HTML/CSS with the help of my friends who introduced me to coding.

The bus stop interactive poster will be archived in the VEER website. This can lead the audience to explore the site and discover the VEER forum. The forum will continue to provide a safe space to car enthusiasts and others to discuss, ask questions, and empower one another.