Terum Motors was a proposed rebranding initiative for the electric car startup, Lucid, with the goal of positioning them as a more cost-effective alternative in the market. Given the current average price of new electric cars in Australia, around $70,000, Terum Motors aimed to offer electric vehicles at a significantly lower cost compared to existing options. The objective was to bridge the affordability gap and make electric automobiles more accessible to a wider audience.

Drawing inspiration from ancient Roman mythology, specifically the name Terra Mater, meaning Mother Earth, Terum Motors adopted the mission of creating a sustainable and affordable brand. The company aimed to encourage drivers to switch to electric vehicles, contributing to the reduction of the automotive carbon footprint.

The rebranding process involved developing a new brandmark that seamlessly combined futuristic elements with an environmental focus. The emblem incorporated a vibrant green color to symbolize eco-friendliness, while the custom angular wordmark added a touch of modernity.

In addition to the visual elements, brand extensions encompassed mock-ups of warehouse and factory branding, charging apps for phones and smartwatches, and automotive products such as coolant bottles and manuals. This comprehensive approach aimed to reinforce the Terum Motors brand identity across various touchpoints in the market.