CMF + DESIGN SYSTEMS

Cruise Origin Autonomous Vehicle

PROJECT TITLE / Cruise Origin Autonomous Vehicle

COMPANY / General Motors

STUDIO LOCATION / Michigan, US & Tokyo, Japan

DURATION/ October 2018 - January 2022

STRATEGIC CONTEXT

The GM-Honda $2.8B+ joint venture was the first creative and engineering partnership of its kind between two global automotive giants. There was no shared design process, no unified team structure, and no IP framework; the mandate was to build all three from scratch while simultaneously delivering the world's first purpose-designed autonomous vehicle fleet.

  • Senior Design Lead - GM-Honda Partnership + CMF

    • Shaped the business case for a dedicated 40+ person multidisciplinary design team spanning CMF Design, Industrial Design, UX, and Brand Identity; secured organizational investment from senior leadership

    • Defined short- and mid-term innovation strategy across design systems, IP frameworks, and creative direction for the partnership

    • Led cross-cultural alignment between Michigan and Tokyo studios, building a unified global development process from two distinct organizational cultures

    • Developed foundational CMF standards, appearance definition, tooling protocols, and development sign-off frameworks governing design readiness across the program

    • Reduced design-to-validation cycles by 8 months through iterative prototyping, structured supplier feedback loops, and early cross-functional alignment

    • Built the organizational structure and creative team for a first-ever $2.8B+ automotive design partnership, from zero to 40+ person multidisciplinary team

      • Reduced design-to-validation cycles by 8 months through iterative prototyping and cross-functional alignment across design, engineering, and manufacturing

      • Established IP strategy and design governance frameworks defining creative ownership across both GM and Honda organizations, setting long-term precedent for the partnership

      • Introduced first-to-market material innovations including novel soft textiles and hard floor trim, establishing a design language distinct from traditional consumer vehicles

      • Developed a modular, scalable CMF system built for fleet durability, adopted as a foundational reference for autonomous vehicle interior design standards

/ visually cohesive, minimal and modern palette reflect Cruise’s futuristic and tech-forward identity

/ premium materials prioritize passenger-first sensibilities, underscoring safety, technology, and inclusivity —designed for users of all demographics

elevated brand identity through interior touch points

left / durable soft materials on door panel for grip and comfort

/ Presidio Orange color illumination identifies user-engagement

right: exterior roof detail

left: interior door detail

right / vehicle identified with exterior LED lighting matching in-App details for user

/ spacious interior cabin designed to offer optional shared work space during commute

/ bags and luggage can be stowed underneath seats for in cargo

interior detail

PROJECT OVERVIEW

The Cruise Origin redefined urban mobility as a purpose-built, all-electric autonomous vehicle for high-frequency shared use; no driver, no steering wheel, no precedent for CMF design at fleet scale.

As the appointed Design Lead for the $2.8B+ GM-Honda partnership, the scope went far beyond the vehicle. It required building and leading a 40+ person multidisciplinary team spanning CMF Design, Industrial Design, UX, and Brand Identity; defining the innovation strategy and design systems framework across both organizations; and shaping the IP strategy governing creative ownership across the partnership.