Year: 2023
Discipline: Web Design, Graphic Design
Industry: Automotive & Luxury
Overview
Carnel is a boutique electric vehicle manufacturer focused on handcrafted details and driving emotion. They had incredible products but a website that looked like a PowerPoint from 2015.
What We Did
We treated each vehicle like a gallery piece. Stark black-and-white photography with strategic color accents—only the brake lights glow, only the ambient lighting shows through. It's dramatic, cinematic, almost noir.
The site architecture mimics walking through a private showroom. Each model gets a dedicated long-scroll experience with parallax effects that reveal engineering details as you move through the page. We eliminated traditional navigation in favor of linear storytelling with clear waypoints.
Impact
Carnel's digital transformation directly contributed to a 60% increase in test drive bookings and a 2.3x improvement in time-on-site. The waiting list for their flagship model grew from 200 to 2,000+ within 90 days of launch.