Building Leges Motus alone, to learn what I couldn’t learn leading a team.

BRAND + ECOMMERCE

Leges Motus is an automotive apparel brand built around a simple idea: keep moving. The name is Latin for “Laws of Motion.” After nine years at Sunflare, I started it to challenge myself to build a brand independently, in a crowded category, with no team behind me — taking it from idea to a working product line and Shopify store, entirely on my own.

Role

Founder & Brand Lead — strategy, identity, product, production, content, e-commerce.

Discipline

Brand strategy, identity system, apparel design, production, content, Shopify store, AI Assisted Workflow

Year

2026

01 / The challenge

SWEEPSTAKES AND LOGOS

A reason to exist beyond another chance to win a car.

Automotive apparel is crowded with sweepstakes-driven brands and mass-produced graphics. Leges Motus needed a reason to exist beyond another logo, another trend, or another chance to win a car.

02 / The strategy

DRIVEN. RELENTLESS. PERPETUAL

A mantra, not a slogan.

The brand is built around its mantra: Driven. Relentless. Perpetual. Limited releases, original story-driven artwork, quality materials, and one-off customization give each product a purpose. Small drives, meetups, and collaborative social content extend the brand into a community.

Driven. Relentless. Perpetual.

03 / The Mark

IN PERPETUAL MOTION

A logo that reads the same right-side up or upside down.

The Leges Motus mark combines the letters L and M into a symbol of perpetual motion. Its rotational form represents the recurring movement of a wheel, engine, or mechanical cycle, while the final two lines symbolize body and mind. When turned upside down,

these elements reverse position, reflecting how movement strengthens the body and mind, while both provide the foundation to keep moving. Its forward lean and racing-inspired geometry create a sense of momentum — giving visual form to the brand mantra.

04 /  The System

ONE MARK. MANY EDITIONS

Flexible enough for sub-identities, without losing the core.

I designed one primary mark, then built a flexible system around it. A custom typeface establishes a distinct visual language, while the simple, meaningful mark remains recognizable at any scale. I even created a custom font.

The system adapts across avatars, neck labels, stickers, apparel, and vehicle graphics, and extends into sub-identities such as Leges Motus Racing and CultR without losing its connection to the core brand.

05 / Mantra Marks

DRIVING TURNED INTO A PRINCIPLE

The mark remains. the edition changes.

The Mantra Marks translate the Leges Motus philosophy — Driven. Relentless. Perpetual. — into a visual language rooted in automotive culture. Each begins with a recognizable element of driving or machinery and transforms it into a principle for how to live, from taking action and moving with purpose to adapting, maintaining control, and becoming stronger under pressure. START, for example, is built from a continuous-line labyrinth that forms the word itself: the path moves from Point A to Point B, but never in a straight line, reflecting the turns and setbacks of any real journey.

06 / Story-driven

BROKEN DREAMS COLLECTION

Stories that relate to the experiences of the enthusiast.

I approach each illustration as a story, not simply a portrait of a car, placing vehicles within familiar moments and environments that connect to the everyday life of an enthusiast.

Broken Dreams came from an idea during a conversation with a friend proud of his unfinished, primer-covered project car. The collection celebrates the real life of enthusiasts: barn finds, unfinished builds, cars waiting in shops, breakdowns, and machines pushed too hard. These are not failed dreams. They are stories of patience, reinvention, and the decision to keep moving.

07 /Building concept cars

AXIO & THE CORPORA SERIES

Designing a car precise enough to reuse in any story.

AXIO the car is part of my Corpora concept series. Designing it was only half the challenge — I wanted a hero cars I could use across campaigns, product shoots, photography, and video without losing the details from one image to the next.

To make that possible, I built a rigorous reference system covering every angle, proportion, and feature. Now I can place the car in any environment, put anyone behind the wheel, and build new stories around it while keeping the design consistent. I even designed them with it its own logos.

08/ Impact

THE RESULT

A brand, and a skill set, built from zero.

My whole career, I have always learned by doing. This project is my learning platform. My field of work and everything around it is changing. This is my to grasp the change and evolve with it.

Leges Motus became a working brand and a practical way to expand my capabilities — a project that took me from idea to a working product line and Shopify store, entirely on my own with the help of AI.

Repeatable — AI-supported workflows built for research, automation, concept development, and asset creation.