Lotus Engineering Rebrand

Branding Guidelines and Corporate Identity

Lead Strategic Designer: Gareth TW Rees
Graphic Designer: Nick Castle
Head of Strategic Design: Andrea Rosati
Lotus Visualisation Team

Brand Strategy | Business Strategy | Design Direction | Graphic Design | Communications | Collaboration | Copywriting

In March 2025, I was asked to lead and define the strategic rebrand of Lotus Engineering.

Lotus Engineering was established by Colin Chapman as the consultancy division of the marque. It provides comprehensive, end-to-end automotive consultancy services to major OEMs and Tier 1 suppliers worldwide, specialising in vehicle engineering, lightweight materials, chassis development, and EV technologies.

In order to diversify its service offering and appeal to a wider client base beyond automotive, we proposed a business strategy based on innovating within the Lotus key brand pillars. We redefined the purpose of Lotus Engineering - linking it closer to the master brand, whilst also framing services and capabilities in a way that would be relevant in any sector - not only automotive.
Our ambition and lens was to create a framework that could make Lotus Engineering the World’s leading engineering consultancy.

The project scope included multiple workshops and collaboration with the Lotus Engineering team to create and define a clear position and purpose of the BU, new brand guidelines, organisational overview and website.