mean machineExperiential Design, 2026
Figma, Photoshop, Illustrator
As an art director at Layton Design Studio, my team and I partnered with UGA Athletics and BMW to design the official car livery for the Fall 2026–Spring 2027 Mean Machine. The Mean Machine is a key part of UGA Athletics culture, paraded at high-stakes games and used as a photo opportunity for fans.
We kicked off the project with a collaborative client meeting, where we reviewed past livery designs and discussed their goal for this year’s design. They wanted the car to feel aggressive and authentically reflect the energy of UGA sports and fans.
(past livery designs)
As a team, we began by sketching 30 unique directions, which were then narrowed down to three refined concepts: Collegiate, Type, and Beware of Dawg. We then divided into smaller groups, each focusing on one concept. I was part of the Collegiate group.
(collegiate sketches; digital collage)
The vision for this concept was inspired by the tone and aesthetic of UGA Football’s social media presence. The design incorporated torn paper textures and tape, hand-drawn football plays, and expressive typography. Phrases like “How ’Bout Them Dawgs,” “Hunker Down,” and “Make Noise” were integrated, drawing directly from Instagram and heard during games.
Additionally, we proposed an interactive element by leaving space on the hood for player signatures, creating an opportunity for a signing event that could be shared on social media to increase fan engagement.
(credit: georgia football)
(credit: james solomon)
(collegiate car livery)
The three final concepts will be shared on social media, allowing students to vote on their favorite design. The winning concept will be applied to the BMW X7 for the Fall 2026–Spring 2027 school year.
(social media)
(final car)
This project taught me to design with a fan-first mindset, putting myself in their shoes and finding ways to engage beyond the visual through interactive experiences. Go Dawgs!
