More Than Cars

brand guide

2025

Brand Identity | Brand Guide | Digital Design | Merch

When ASOTU and Congruent came together, the goal wasn’t just to merge two brands — it was to create a shared identity that felt alive, ambitious, and unmistakably human. More Than Cars captures that evolution: a blend of craftsmanship and cutting-edge tech, told through a design language that’s both sophisticated and a little rebellious. It’s a reflection of a team in motion — growing fast, thinking boldly, and creating work that celebrates the art behind every idea.

visual brand anchors

Lamda

a symbol of progress and transformation, reflecting our drive to improve constantly

Process

the color displacements are a nod to physical print process, showing the human touch, and beauty in imperfection

Light Leak

the light leak overlay references physical process to emphasize the quality of human craftsmanship

key projects

Brand Guide

The brand system was built to feel human and handmade within a digital world — a blend of order and imperfection that mirrors the way creativity and technology coexist in our work. Every detail was designed to remind us that business is better when we connect on a human level.

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Posters

The launch posters were designed as a bold expression of the new identity — celebrating the merger’s creative energy through layered brand elements and prominent messaging that features the objectives and critical actions of the company.

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Merch

The merch was created with a stripped-back, insider aesthetic—pieces that feel lifted straight from a studio floor, carrying the brand’s edge through subtle, confident design.

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