STAFL SYSTEMS, LLC Visual Brand Identity

Governing a Brand Across Every Touchpoint

Apr 15

Written By Marcos Nolan

staflsystems.com ⭧

Marcos Nolan

ARCIMOTO Dashboard

Featured Projects

Hardware-leaning? Start with Navier / Cruise. Software-leaning? Start with Stafl Fleet / Genovation.

Product Design

Rescuing a Piloting Experience From a Rejected First Draft

NAVIER Boat Cockpit Dashboard

Rescuing a Piloting Experience From a Rejected First Draft

Navier designs and produces high-performance electric hydrofoil boats, built around sustainability and advanced technology. I was responsible for developing a cockpit dashboard experience for the N30 that matched the craft's aesthetic and performance standards.

Rescuing a Piloting Experience From a Rejected First Draft

Bringing Electric Performance Data Analysis to the Cloud

STAFL FLEET Battery Management Platform

Bringing Electric Performance Data Analysis to the Cloud

Stafl Fleet is a B2B software application that provides precise data regarding the status of batteries in a given customer’s electrified fleet of vehicles and/or stationary applications. It accomplishes this by remotely accessing CAN data stored in the cloud, or in real-time from the individual vehicle or stationary application by way of its installed Telematics Control Unit.

Bringing Electric Performance Data Analysis to the Cloud

Design for the Reveal, Redesign for the Road (Noise)

CRUISE Sensor Pod

Design for the Reveal, Redesign for the Road (Noise)

Cruise, a San Francisco company developing a self-driving car system, needed a roof-mounted electronics enclosure to house a radar, two cameras, and their associated components as part of the vehicle's sensor package.

Design for the Reveal, Redesign for the Road (Noise)

Teaching the Corvette to Speak Electric

GENOVATION Electric Supercar GUI

Teaching the Corvette to Speak Electric

Genovation, an electric vehicle company based in Rockville, Maryland, was fine-tuning the GXE — a limited-edition, all-electric conversion of the Chevy Corvette built to deliver a premium experience in every respect. Working for Stafl Systems, LLC, I developed a dashboard infotainment system and gauge cluster to replace the stock Corvette variants.

Teaching the Corvette to Speak Electric

Adaptation Across Six Generations of Strategic Reinvention

ARCIMOTO Electric Vehicles

Adaptation Across Six Generations of Strategic Reinvention

Arcimoto set out to sell the public on a vehicle with a wheel missing. Over six generations, the brief itself kept changing shape: seat count, body coverage, control scheme, even which discipline drove which. The exterior design, identity, and ergonomics work fell to me every time. This case study traces that arc. Not one design, but a design practice that had to keep re-proving itself against a moving target.

Adaptation Across Six Generations of Strategic Reinvention

Branding Built Around What Competitors Choose to Hide

AER CELL™ Battery Company Identity

Branding Built Around What Competitors Choose to Hide

AER CELL™ competes in the battery cell industry on transparency — straightforward, honest messaging in a market where competitors typically gate technical data behind logins and sales inquiries. My work built the visual system that made that transparency legible: x-ray imagery as a recurring motif, a bold color palette, and dual lighting environments that separate nontechnical from technical information.

Branding Built Around What Competitors Choose to Hide

Continuing Practice

Additional projects, paid and personal, rounding out the range above.

Continuing Practice

Distilling the Last Mile Distribution Problem

BOXBOT Autonomous Delivery & Storage Solutions

Distilling the Last Mile Distribution Problem

Boxbot is a San Francisco startup applying robotics and autonomous technology to last-mile delivery logistics. I led exterior design for the company's autonomous delivery vehicles, taken to production, and shepherding the visual identity carried across the vehicle fleet and distribution infrastructure.

Distilling the Last Mile Distribution Problem

Designing a GUI Flattening from Analog to Digital

ARCIMOTO Dashboard

Designing a GUI Flattening from Analog to Digital

An electric vehicle's dashboard has subtle requirement changes from its combustion engine brethren. Across four generations, I owned that problem as Arcimoto's exterior kept changing around it, and as the tools available to solve it changed too, from physical material layers to a single digital screen.

Designing a GUI Flattening from Analog to Digital