Respire: Nissan Branding Competition

My Edited D&AD competition entry 2013 for the Nissan Branding brief.
The name Respire came from the brief wanting something different from the usual blue / green clichés associated with eco technology. I liked the idea of a natural process being the name, and respiration being the act of breathing seemed to fit extremely well; fitting with the ideas of breathing new life into an industry that if it continues to follow its current, non renewable path, is doomed to failure.

To do this I started playing with the idea of combining nature with technology, natural and man made; I wanted to reinforce the idea that these two could work in harmony with Nissans Zero Emission range. From here I started experimenting in photoshop with the idea of atoms and pixels, the 2 elements that give technology and nature its existence.