Pantone Color Development

Standardizing a Brand Icon: Rivian Green

Brief Standardize Rivian Green in collaboration with Pantone. Inspired by the exclusive Launch Green paint reserved for product debuts, this initiative aimed to codify the color as a permanent pillar of the brand’s global identity.

Framework

Technical Standardization: Partnered with Pantone Color Institute to translate the legacy of Launch Green into a technical specification for global application.

Strategic Product Alignment: Timed the reveal to coincide with the R1 Quad Motor release, bridging the gap between limited-edition heritage and future R2 momentum.

Campaign Planning: Developed a co-marketing strategy to tease the color IRL at Art Basel Miami Beach ahead of brand storytelling social campaign, positioning the Rivian within an elite design ecosystem.

Partnership Utilized Pantone’s global authority to celebrate Rivian's color story, moving the narrative from a vehicle paint color to a recognized symbol of EV design leadership.

Impact Successfully transitioned a limited-edition color into a standardized brand asset. The partnership drove significant narrative interest and consumer affinity ahead of the R2 launch.