Wheelhouse is an imaginary brand design exploration of automotive culture, reimagining car design beyond its function as a vehicle by translating its aesthetics into visual and physical experiences. This project examines how automotive culture and storytelling can shape new design expressions.
Through a collection of printed and physical artifacts— including a book, posters, and merchandise-Wheelhouse captures the emotional and cultural significance of cars, transforming their identity into design-driven objects.
As a designer with a background in graphic design, my practice is rooted in storytelling through the lens of automotive culture. Wheelhouse reflects my ongoing exploration of how cars shape identity, memory, and design language. By translating automotive elements into brand design, this project invites viewers to reconsider their personal connections with cars-not just as machines, but as artifacts of collective experience.
