Real-World Systems
Casablanca, Morocco
Art Director | 3D Design Lead
Project Atlas
Art directing a Moroccan urban bus from concept to prototype.
Project Atlas was an urban bus design exploration created for a bid in Casablanca, Morocco.
As Art Director, I led the visual development process from early references and concept exploration through 3D modeling, rendering, logo design, and prototype review.
The goal was to create a modern, practical bus design that could feel specific to the Moroccan landscape while still meeting the needs of real urban transportation.
01Context
This project started as a design exploration for a new urban bus concept tailored to Moroccan cities.
The challenge was to balance a modern transportation aesthetic with practical production needs, local context, and a visual identity that could feel relevant to Casablanca and the broader Moroccan landscape.
02My Role
Art Director / 3D Design Lead
- Art direction
- Reference curation
- 3D concept development
- Client presentation visuals
- AI-assisted exploration
- Final 3D model refinement
- Material, lighting, and render direction
- Logo design
- Prototype review
I helped guide the project from early visual direction to final presentation, using fast 3D iteration and curated references to support client conversations and design decisions.
03References
I curated reference material to align the design direction with the clients vision and create a shared visual language for discussion. These references helped define the balance between modern transportation design, local identity, and practical production constraints.
04Design Exploration
Using efficient modeling techniques in 3ds Max, I developed multiple design options to quickly test proportions, silhouettes, front-end language, and overall character. These explorations helped the client react to concrete visual options instead of abstract ideas.
05AI Concepts
I also used AI-generated concepts as a way to explore more unexpected ideas. The goal was not to use the AI output directly, but to look for shapes, proportions, patterns, or design cues that could push the direction further.
06Front & Back Design
After several rounds of client feedback, the strongest ideas were refined into a front and rear design direction that clarified the vehicles silhouette, lighting language, and overall identity.
07Approved Design
After client feedback, the front and rear direction was refined into the approved design package, bringing the silhouette, lighting language, and visual identity into a clearer production-facing proposal.
08Logo Design
The client later requested a logo for the bus. The final mark was inspired by the distinctive front light shape of the vehicle while also referencing Moroccan mosaic geometry. The goal was to create a simple, modern identity mark that still carried a sense of local heritage.
09Full 3D Model
Once the design direction was approved, I refined the full 3D model, tightening the proportions, surfacing, details, and overall presentation quality.
10Final Renders
The final render pass focused on material response, lighting, and presentation showing the bus as a polished product rather than only a design model.
11Prototype
During a visit to Morocco, I had the opportunity to visit the factory where the first prototype was being built and meet the engineer overseeing the project. Seeing the design move from digital exploration into a physical prototype was a major moment in the process and a reminder that this work was not just visual direction, but part of a real product development pipeline.
12Outcome / Highlights
Casablanca
Morocco
3D Design
Product Visualization
Prototype
Real-World Build