Apple
Carplay
Apple
Carplay
Apple
Carplay
Apple
Carplay
Apple
Carplay
Connect your brand to
Apple Carplay
Connect your brand to Carplay
Connect your brand to
Apple Carplay
Connect your brand to
Apple Carplay
Connect your brand to
Apple Carplay
Exploring how your brand can live inside
a highly regulated ecosystem
Exploring how your brand can live inside a regulated ecosystem
Exploring how brand identity can live inside a highly regulated ecosystem
Disclaimer
To respect confidentiality agreements, some details, metrics, and internal documentation have been simplified or omitted. The insights shared here are my own and don’t necessarily represent the views of Cupra/Seat.
Disclaimer
To respect confidentiality agreements, some details, metrics, and internal documentation have been simplified or omitted. The insights shared here are my own and don’t necessarily represent the views of Cupra/Seat.
Disclaimer
To respect confidentiality agreements, some details, metrics, and internal documentation have been simplified or omitted. The insights shared here are my own and don’t necessarily represent the views of Cupra/Seat.
Getting started
Getting started
A brand new fusion
Carplay it is a platform developed by Apple that allows the iPhone to be connected with the car's infotainment system, offering a simplified and secure interface to use key functions while driving. The new generation Ultra integrating with the instrument cluster, climate control, audio settings, and driver assistance systems for a full brand integration with the system .
A brand new fusion
Carplay it is a platform developed by Apple that allows the iPhone to be connected with the car's infotainment system, offering a simplified and secure interface to use key functions while driving. The new generation Ultra integrating with the instrument cluster, climate control, audio settings, and driver assistance systems for a full brand integration with the system .
A brand new fusion
Carplay it is a platform developed by Apple that allows the iPhone to be connected with the car's infotainment system, offering a simplified and secure interface to use key functions while driving. The new generation Ultra integrating with the instrument cluster, climate control, audio settings, and driver assistance systems for a full brand integration with the system .
Challenge
Challenge
Exploring Apple Ecosystem
The challenge of this project was not to design new features, but to understand how far branding can go inside Apple’s strict Human Interface Guidelines. With predefined layouts, limited typography, and controlled interaction patterns, the question became: how can a brand still feel present without breaking the system?
This exploration investigates how visual identity, tone, and micro-decisions can shape an HMI experience even under heavy constraints.
Here's two examples of Automaker Brands as Aston Martin and Porsque working with Apple for having a perfect combination between brand and Apple.
Exploring Apple Ecosystem
The challenge of this project was not to design new features, but to understand how far branding can go inside Apple’s strict Human Interface Guidelines. With predefined layouts, limited typography, and controlled interaction patterns, the question became: how can a brand still feel present without breaking the system?
This exploration investigates how visual identity, tone, and micro-decisions can shape an HMI experience even under heavy constraints.
Here's two examples of Automaker Brands as Aston Martin and Porsque working with Apple for having a perfect combination between brand and Apple.
Exploring Apple Ecosystem
The challenge of this project was not to design new features, but to understand how far branding can go inside Apple’s strict Human Interface Guidelines. With predefined layouts, limited typography, and controlled interaction patterns, the question became: how can a brand still feel present without breaking the system?
This exploration investigates how visual identity, tone, and micro-decisions can shape an HMI experience even under heavy constraints.
Here's two examples of Automaker Brands as Aston Martin and Porsque working with Apple for having a perfect combination between brand and Apple.
Exploring Apple Ecosystem
The challenge of this project was not to design new features, but to understand how far branding can go inside Apple’s strict Human Interface Guidelines. With predefined layouts, limited typography, and controlled interaction patterns, the question became: how can a brand still feel present without breaking the system?
This exploration investigates how visual identity, tone, and micro-decisions can shape an HMI experience even under heavy constraints.
Here's two examples of Automaker Brands as Aston Martin and Porsque working with Apple for having a perfect combination between brand and Apple.
Research
Research
New Generation, Carplay Ultra
CarPlay Ultra is designed to deeply integrate the iPhone with a vehicle’s entire dashboard, including the instrument cluster, offering real-time data such as speed, tire pressure, and driver assistance systems. It supports customization through themes and color options that reflect each automaker's design language.
Before designing anything, the project started with a deep analysis of Apple CarPlay’s ecosystem.
Overlay UI
Local UI
Remote UI
Punch-trough UI
New Generation, Carplay Ultra
CarPlay Ultra is designed to deeply integrate the iPhone with a vehicle’s entire dashboard, including the instrument cluster, offering real-time data such as speed, tire pressure, and driver assistance systems. It supports customization through themes and color options that reflect each automaker's design language.
Before designing anything, the project started with a deep analysis of Apple CarPlay’s ecosystem.
Overlay UI
Local UI
Remote UI
Punch-trough UI
New Generation, Carplay Ultra
CarPlay Ultra is designed to deeply integrate the iPhone with a vehicle’s entire dashboard, including the instrument cluster, offering real-time data such as speed, tire pressure, and driver assistance systems. It supports customization through themes and color options that reflect each automaker's design language.
Before designing anything, the project started with a deep analysis of Apple CarPlay’s ecosystem.
Overlay UI
Local UI
Remote UI
Punch-trough UI
New Generation, Carplay Ultra
CarPlay Ultra is designed to deeply integrate the iPhone with a vehicle’s entire dashboard, including the instrument cluster, offering real-time data such as speed, tire pressure, and driver assistance systems. It supports customization through themes and color options that reflect each automaker's design language.
Before designing anything, the project started with a deep analysis of Apple CarPlay’s ecosystem.
Overlay UI
Local UI
Remote UI
Punch-trough UI
New Generation, Carplay Ultra
CarPlay Ultra is designed to deeply integrate the iPhone with a vehicle’s entire dashboard, including the instrument cluster, offering real-time data such as speed, tire pressure, and driver assistance systems. It supports customization through themes and color options that reflect each automaker's design language.
Before designing anything, the project started with a deep analysis of Apple CarPlay’s ecosystem.
Overlay UI
Local UI
Remote UI
Punch-trough UI
New Generation, Carplay Ultra
CarPlay Ultra is designed to deeply integrate the iPhone with a vehicle’s entire dashboard, including the instrument cluster, offering real-time data such as speed, tire pressure, and driver assistance systems. It supports customization through themes and color options that reflect each automaker's design language.
Before designing anything, the project started with a deep analysis of Apple CarPlay’s ecosystem.
Overlay UI
Local UI
Remote UI
Punch-trough UI
Architecture
Architecture
The architecture of new generation of Carplay is fully integrated with all the screens in your car as instrument clusters and detects physical button by an iAP.
The architecture of new generation of Carplay is fully integrated with all the screens in your car as instrument clusters and detects physical button by an iAP.
The architecture of new generation of Carplay is fully integrated with all the screens in your car as instrument clusters and detects physical button by an iAP.
The architecture of new generation of Carplay is fully integrated with all the screens in your car as instrument clusters and detects physical button by an iAP.
Overlay UI
Overlay UI
Specifics UI element provided directly from the car's hardware as telltales and indicators. Overlay UI is used for transient layers such as alerts, notifications, and system feedback. These elements are intentionally minimal and standardized, reinforcing safety while leaving almost no room for visual branding.
Local UI
Local UI
Specifics UI elements provides gauges and indicators store locally after pairing the Iphone. Local UI refers to interfaces rendered directly by the car’s system. These screens follow strict Apple templates and offer very limited customization. They ensure maximum safety and consistency, but allow minimal brand expression.
Remote UI
Remote UI
Is the main interface managed by the Iphone and provides dynamics elements as Maps ,Media, Phone and Backgrounds. Remote UI allows content to be rendered from the phone while displayed on the car screen. This model provides slightly more flexibility, especially in content structure, but still enforces Apple’s visual and interaction rules.
Punch-trough UI
Punch-trough UI
Punch-through refers to moments where the user transitions between CarPlay and the car’s native HMI. These transitions are highly controlled, but they represent key moments where brand continuity (or fragmentation) becomes noticeable.
Is a window with direct access to a specific screens of the car system (Seat Climate, Back Camera) or specific features like Drive Assistant. This informations are generated by your vehicle.
Punch-through refers to moments where the user transitions between CarPlay and the car’s native HMI. These transitions are highly controlled, but they represent key moments where brand continuity — or fragmentation — becomes noticeable.
Is a window with direct access to a specific screens of the car system (Seat Climate, Back Camera) or specific features like Drive Assistant. This informations are generated by your vehicle.
Modular analysis
Modular analysis
Modular analysis
Understanding the structure
CarPlay Ultra introduces a more modular approach to in-car interfaces, allowing content to live across multiple screens while maintaining a coherent system logic. The experience is composed of reusable, predefined modules that adapt to different contexts and display areas.
This analysis focused on understanding how these modules behave, how they scale, and how they interact with one another across the interface. Each module follows strict rules in terms of size, hierarchy, and behavior, reinforcing consistency and safety while enabling flexibility in composition.
Understanding the structure
CarPlay Ultra introduces a more modular approach to in-car interfaces, allowing content to live across multiple screens while maintaining a coherent system logic. The experience is composed of reusable, predefined modules that adapt to different contexts and display areas.
This analysis focused on understanding how these modules behave, how they scale, and how they interact with one another across the interface. Each module follows strict rules in terms of size, hierarchy, and behavior, reinforcing consistency and safety while enabling flexibility in composition.
Understanding the structure
CarPlay Ultra introduces a more modular approach to in-car interfaces, allowing content to live across multiple screens while maintaining a coherent system logic. The experience is composed of reusable, predefined modules that adapt to different contexts and display areas.
This analysis focused on understanding how these modules behave, how they scale, and how they interact with one another across the interface. Each module follows strict rules in terms of size, hierarchy, and behavior, reinforcing consistency and safety while enabling flexibility in composition.
From a design perspective, this modular structure shifts the challenge from screen design to system orchestration. Brand expression must be embedded at the module level, ensuring that visual decisions remain consistent regardless of where a module appears. Spacing, alignment, contrast, and visual rhythm become key tools for maintaining identity across the system.
By mapping and analyzing these modules, it became possible to identify where subtle brand differentiation could exist without breaking Apple’s guidelines.
Design Strategy
Design Strategy
Design Strategy
Working with constraints
With limitations clearly mapped, the design strategy shifted from “how much can we customize?” to “where does consistency create recognition?”
Brand expression was explored through:
Color accents used within allowed ranges
Iconography alignment with brand tone
Visual rhythm, spacing, and balance
Repetition and consistency across screens
Here's how we compare Typography, Renders and contents position.
Working with constraints
With limitations clearly mapped, the design strategy shifted from “how much can we customize?” to “where does consistency create recognition?”
Brand expression was explored through:
Color accents used within allowed ranges
Iconography alignment with brand tone
Visual rhythm, spacing, and balance
Repetition and consistency across screens
Here's how we compare Typography, Renders and contents position.
Working with constraints
With limitations clearly mapped, the design strategy shifted from “how much can we customize?” to “where does consistency create recognition?”
Brand expression was explored through:
Color accents used within allowed ranges
Iconography alignment with brand tone
Visual rhythm, spacing, and balance
Repetition and consistency across screens
Here's how we compare Typography, Renders and contents position.
The San Francisco font is modular, allowing for the creation of multiple font styles and weights within the same family, enabling flexibility while maintaining consistency and readability across different devices and screen sizes.
The San Francisco font is modular, allowing for the creation of multiple font styles and weights within the same family, enabling flexibility while maintaining consistency and readability across different devices and screen sizes.
The San Francisco font is modular, allowing for the creation of multiple font styles and weights within the same family, enabling flexibility while maintaining consistency and readability across different devices and screen sizes.
The San Francisco font is modular, allowing for the creation of multiple font styles and weights within the same family, enabling flexibility while maintaining consistency and readability across different devices and screen sizes.
Renders can be loaded with low latency in the Punch-trough UI, we can keep the default scenario till go further to the car HMI for the Driver Assistant. With this solutions the software will support the native screens
Renders can be loaded with low latency in the Punch-trough UI, we can keep the default scenario till go further to the car HMI for the Driver Assistant. With this solutions the software will support the native screens
Renders can be loaded with low latency in the Punch-trough UI, we can keep the default scenario till go further to the car HMI for the Driver Assistant. With this solutions the software will support the native screens
For the contents we try to position the basic Carplay features as Maps, Media and Drive Assistants with some essential functions of the Car system as Clima and Battery Autonomy
For the contents we try to position the basic Carplay features as Maps, Media and Drive Assistants with some essential functions of the Car system as Clima and Battery Autonomy
For the contents we try to position the basic Carplay features as Maps, Media and Drive Assistants with some essential functions of the Car system as Clima and Battery Autonomy
For the contents we try to position the basic Carplay features as Maps, Media and Drive Assistants with some essential functions of the Car system as Clima and Battery Autonomy
Final Delivery
For the final delivery we try to explore all the possible scenario that would fit with the brand experience. We basically try to keep an conservatory Apple approach to another more disruptive so we can easily notice how far we can push the boundaries.
For the final delivery with came out with 5 different scenarios:
Final Delivery
For the final delivery we try to explore all the possible scenario that would fit with the brand experience. We basically try to keep an conservatory Apple approach to another more disruptive so we can easily notice how far we can push the boundaries.
For the final delivery with came out with 5 different scenarios:
Final Delivery
For the final delivery we try to explore all the possible scenario that would fit with the brand experience. We basically try to keep an conservatory Apple approach to another more disruptive so we can easily notice how far we can push the boundaries.
For the final delivery with came out with 5 different scenarios:
Clean
Clean version where we displayed just essential info for avoid distractions and visual noise,
Clean
Clean version where we displayed just essential info for avoid distractions and visual noise,
Clean
Clean version where we displayed just essential info for avoid distractions and visual noise,
Clean
Clean version where we displayed just essential info for avoid distractions and visual noise,
Modular
We try to play with modular to see how the layouts can change and how visual impact on the interface.
Modular
We try to play with modular to see how the layouts can change and how visual impact on the interface.
Modular
We try to play with modular to see how the layouts can change and how visual impact on the interface.
Ninja
Based on client request we try a different visual approach with Apple clearly inspired gauges (Health App).
Ninja
Based on client request we try a different visual approach with Apple clearly inspired gauges (Health App).
Ninja
Based on client request we try a different visual approach with Apple clearly inspired gauges (Health App).
Sport
A Sport version that would like to express the most sporting and competitive part. Here, clarity in information for faster access and more serious appeal are the core of the strategy.
Sport
A Sport version that would like to express the most sporting and competitive part. Here, clarity in information for faster access and more serious appeal are the core of the strategy.
Sport
A Sport version that would like to express the most sporting and competitive part. Here, clarity in information for faster access and more serious appeal are the core of the strategy.
Full Content
At last but not least we have a Full Content proposal where we try to overload the information to understand how can the interface visually react.
Full Content
At last but not least we have a Full Content proposal where we try to overload the information to understand how can the interface visually react.
Full Content
At last but not least we have a Full Content proposal where we try to overload the information to understand how can the interface visually react.
Impact
1. Limits force better thinking
Working within Apple's strict rules made me think harder about what actually defines a brand visually. The result is sharper, not weaker.
2. Small repeated choices > big one-off moves
Consistency across the system builds stronger brand presence than isolated
bold gestures.
3. Safety and brand can coexist
Done right, brand integration actually supports usability instead of fighting it.
Impact
1. Limits force better thinking
Working within Apple's strict rules made me think harder about what actually defines a brand visually. The result is sharper, not weaker.
2. Small repeated choices > big one-off moves
Consistency across the system builds stronger brand presence than isolated
bold gestures.
3. Safety and brand can coexist
Done right, brand integration actually supports usability instead of fighting it.
Impact
1. Limits force better thinking
Working within Apple's strict rules made me think harder about what actually defines a brand visually. The result is sharper, not weaker.
2. Small repeated choices > big one-off moves
Consistency across the system builds stronger brand presence than isolated
bold gestures.
3. Safety and brand can coexist
Done right, brand integration actually supports usability instead of fighting it.
Impact
1. Limits force better thinking
Working within Apple's strict rules made me think harder about what actually defines a brand visually. The result is sharper, not weaker.
2. Small repeated choices > big one-off moves
Consistency across the system builds stronger brand presence than isolated
bold gestures.
3. Safety and brand can coexist
Done right, brand integration actually supports usability instead of fighting it.
Impact
1. Limits force better thinking
Working within Apple's strict rules made me think harder about what actually defines a brand visually. The result is sharper, not weaker.
2. Small repeated choices > big one-off moves
Consistency across the system builds stronger brand presence than isolated
bold gestures.
3. Safety and brand can coexist
Done right, brand integration actually supports usability instead of fighting it.
Impact
1. Limits force better thinking
Working within Apple's strict rules made me think harder about what actually defines a brand visually. The result is sharper, not weaker.
2. Small repeated choices > big one-off moves
Consistency across the system builds stronger brand presence than isolated
bold gestures.
3. Safety and brand can coexist
Done right, brand integration actually supports usability instead of fighting it.
Final Thoughts
This project reinforced something I already believed: good design respects its medium. CarPlay has tight constraints for a reason, driver safety isn't negotiable. Fighting those limits would be reckless and self-defeating.
Instead, the challenge was to work inside the boundaries, finding room for brand through discipline, repetition, and smart refinement.Sometimes the most interesting design happens when you have almost no freedom. That's when craft really shows up.
Final Thoughts
This project reinforced something I already believed: good design respects its medium. CarPlay has tight constraints for a reason, driver safety isn't negotiable. Fighting those limits would be reckless and self-defeating.
Instead, the challenge was to work inside the boundaries, finding room for brand through discipline, repetition, and smart refinement.Sometimes the most interesting design happens when you have almost no freedom. That's when craft really
shows up.
Final Thoughts
This project reinforced something I already believed: good design respects its medium. CarPlay has tight constraints for a reason, driver safety isn't negotiable. Fighting those limits would be reckless and self-defeating.
Instead, the challenge was to work inside the boundaries, finding room for brand through discipline, repetition, and smart refinement.Sometimes the most interesting design happens when you have almost no freedom. That's when craft really shows up.