Making Tesla Model S specifications easier to explore

An editorial catalog that turns dense technical information into a clear, premium reading experience.

Editorial
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Year

2014

Project type

Self-initiated non-commercial editorial project

Industry
Automotive
Platform
Print
My Role
Creative directionData VisualisationDesign SystemsEditorial DesignInformation architecture
Timeline

2 weeks

The Overview

Tesla presented the Model S through a wide range of technical specifications, feature descriptions, and promotional imagery. I explored how this content could be reorganized into a cohesive series of printed materials, including a compact product catalog and supporting brochures.

The editorial system balances emotion with utility. Bold imagery builds desire, while a clear hierarchy makes performance data, technology, and ownership details easy to navigate and compare.

Created independently using publicly available Tesla materials. This concept was not commissioned or endorsed by Tesla and involved no access to internal data.

Four Tesla Model S catalog spreads presenting model configurations, customization options, Autopilot, Dual Motor all-wheel drive, and performance features.
Information architecture

Introduction → Performance → Specifications → Dual Motor and Autopilot → Safety → Warranty and ownership

Front cover of the Tesla Model S catalog featuring an overhead photograph of a red vehicle, bold Model S typography, and the statement “Zero Emissions. Zero Compromises.”
Tesla Model S technical specifications spread combining performance data, detailed vehicle information, and full-width product photography.
Tesla Model S catalog spread comparing drivetrain configurations and highlighting P85D performance features, including a carbon fiber spoiler and red brake calipers.
Tesla Model S catalog spread with a red background, large “Go Electric” typography, and a concise message about reduced maintenance.
Design Principles

Key performance figures were brought to the forefront, serving as the main entry points into the content. Information is revealed progressively, moving from the car’s emotional appeal and core benefits to its technologies and detailed specifications. A consistent grid, typography, and spacing system unifies every page into a cohesive premium publication.

Tesla Model S catalog feature spread introducing Autopilot and Dual Motor all-wheel drive with full-width vehicle photography.
Tesla Model S catalog spread comparing the 60, 85, and P85D configurations through key range, power, acceleration, and drivetrain specifications.
Build Your Model S — Configuration Comparison

A simplified comparison layout helps readers evaluate Model S technical characteristics at a glance.

Tesla Model S catalog spread presenting new safety features, Autopilot, and P85D performance alongside a full-page vehicle photograph.
Tesla Model S catalog disc and branded sleeve designed as part of the printed editorial system.

Disclaimer:

This is an independent, non-commercial editorial design concept created for portfolio and demonstration purposes only. It was not commissioned by and is not affiliated with, sponsored by, approved by, or endorsed by Tesla, Inc.

Tesla, Model S, the Tesla logo, and all related names, trademarks, and brand assets are the property of Tesla, Inc.

All third-party photographs and materials remain the property of their respective copyright holders and are used solely to present the editorial design concept. No ownership of third-party content is claimed.

Outcome

Creative directionData VisualisationDesign SystemsEditorial DesignInformation architecture

The project resulted in a reusable editorial system spanning performance, technology, safety and ownership content. It demonstrated how a technical document can remain structured and functional while still carrying the emotional character of the product.

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