Generative Design, Font Design
The Low and Slow exhibit at the Petersen Automotive Museum celebrates the artistry, culture, and heritage of lowriders—a unique blend of automotive engineering and personal expression.
The exhibit required a visual identity that captured the dynamic, transformative nature of lowriders, which is difficult to convey when the cars are static in an exhibit. The design needed to showcase the movement these cars are known for, while fitting within the overall museum branding.
The core concept of the design focuses on movement and transformation, inspired by the hydraulic systems that allow lowriders to lift and drop with precision. This is reflected in the custom typeface, which extends vertically to mimic the up-and-down motion of the cars. The typeface also draws inspiration from the intricate pinstriping art commonly found on lowriders.
The posters combines bold typography with dynamic imagery, highlighting the close-up details of the cars to emphasize their artistic elements. The goal was to make the static display feel alive, conveying the energy and individuality of each lowrider, even when motion isn’t physically present.
