# Infinite Machine

> Defining the visual language and web design for electric vehicle company Infinite Machine.

- A case study by The Design Office of David McGillivray
- Disciplines: Web, Brand
- Web page: https://dmcg.co/work/infinitemachine

![](https://cdn.sanity.io/images/g94oo1l2/production/297d84c78745ccb6d05447d93f56eaf909798120-1881x1122.png?w=1600&fit=max&auto=format)

Infinite Machine is an electric mobility company developing a new generation of urban vehicles, beginning with the P1, a radically reimagined electric scooter.

The founders had developed the original logo and established a minimal starting point for the brand, but the wider visual language was still largely undefined. Since the launch of the P1, the Design Office has been responsible for all of Infinite Machine's web design, working closely with the founding team to define and refine the brand through its digital experiences.

The work spans everything from product launches and campaign pages to detailed feature storytelling and ordering flows. There's a deliberate emphasis on the fundamentals of design: typography, hierarchy, contrast, and clear communication. The aim was to create something that felt fresh, precise, and technically confident, with a simplicity that made these radically different vehicles feel almost inevitable.

![](https://cdn.sanity.io/images/g94oo1l2/production/21654b0cccfd634023afb05670af471eb5369fcb-2082x4248.png?w=1600&fit=max&auto=format)

![](https://cdn.sanity.io/images/g94oo1l2/production/15e3915f5528e04139e6485d392a513f6da217b2-2194x2655.png?w=1600&fit=max&auto=format)

![](https://cdn.sanity.io/images/g94oo1l2/production/04e62571c8272ac92f84d0270877890ffec7e6be-1744x1424.png?w=1600&fit=max&auto=format)

![](https://cdn.sanity.io/images/g94oo1l2/production/c6c0054ae339fc6fc83843aa16829ad7909b5e34-1923x2383.png?w=1600&fit=max&auto=format)

![](https://cdn.sanity.io/images/g94oo1l2/production/dcf77608a6e30b744eea9d70b49acdf9a7b043f3-2137x2485.png?w=1600&fit=max&auto=format)

![](https://cdn.sanity.io/images/g94oo1l2/production/eeee37657ea73c9df5d83a3b5b8cf9b37cab5da1-2018x1195.png?w=1600&fit=max&auto=format)

![](https://cdn.sanity.io/images/g94oo1l2/production/0a47186378d856e15695fbfed44535cfe524e5a2-1254x806.png?w=1600&fit=max&auto=format)

Olto is Infinite Machine's take on the electric bike, bringing the company's distinctive approach to a lighter, more accessible way of getting around.

The digital experience for Olto leaned further into campaign-style storytelling, using confident typography, bold product imagery, and carefully considered layouts to communicate the bike's design and features.

Much of the work was about finding the right balance between technical detail and simplicity, making something genuinely new feel immediately understandable, approachable, and easy to get excited about.

![](https://cdn.sanity.io/images/g94oo1l2/production/1cef7c518170b78469836d6c05afa26b50221984-2111x4587.png?w=1600&fit=max&auto=format)

![](https://cdn.sanity.io/images/g94oo1l2/production/4441bb521609cd0a0cf5696d4f08c1d9ed13be4c-1984x2980.png?w=1600&fit=max&auto=format)

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From The Design Office of David McGillivray. Every page: https://dmcg.co/llms.txt