Blake Avery
At this year’s Automotive Innovation Forum (AIF25), the spotlight wasn’t only on the latest technologies, software, and OEM strategies — it was also on the next generation of automotive design talent. The Autodesk Automotive Student Design Competition, hosted in collaboration with leading design institutions, challenged students to develop bold new vehicle concepts using industry-standard design tools. This year’s winning entry came from Coventry University, where students Harry Eye and Charlie Berrisford stood out with a concept that fused storytelling, brand identity, and fresh surfacing language.
Listen to the Interview with the Winning Team
Storytelling Through Patagonia’s Visual Language
At the 2025 Autodesk Automotive Innovation Forum (AIF25), this year’s Autodesk Student Design Competition challenged participants to explore “The Power of Brand”—inviting emerging designers to express brand identity through every element of their vehicle concepts. The winning entry from Coventry University delivered a standout response to this theme, with students Harry Eye and Charlie Berrisford creating a concept car rooted in the identity of iconic outdoor brand Patagonia.
Patagonia’s distinctive visual language shaped many design decisions. Quilted surfacing cues echoed the brand’s signature puffer jackets. Earth-toned color palettes and matte textures referenced natural materials and utilitarian gear. Even the proportions—compact, modular, and purpose-built—spoke to Patagonia’s ethos of “less but better.” The vehicle’s exterior was designed to look capable and approachable, with purposeful simplicity that avoided excess ornamentation, much like Patagonia’s apparel.
A Professional Workflow Using Alias and VRED
The team divided responsibilities to reflect a professional workflow. Harry, drawing from his experience at Jaguar Land Rover, led surface modeling in Autodesk Alias, developing the vehicle’s refined form language. Alias enabled him to quickly explore, sculpt, and iterate on the exterior with precision—an essential tool for realizing subtle details like the “Coke bottle” silhouette and layered transitions inspired by fabric construction.
Read more: We talked to the judges about the competition and selection of the 3 finalists. See some of the other amazing designs from the competition.
Charlie focused on visual storytelling and rendering in Autodesk VRED, building a realistic, snow-covered environment to position the vehicle within its intended context. Starting the visualization scene early helped guide the design process, ensuring cohesion between the concept and its presentation. Using VRED, he crafted lighting, mood, and materials that reinforced the brand story, showcasing the vehicle as a natural extension of Patagonia’s world.
Design Beyond Aesthetics: A Holistic Brand Experience
Their concept didn’t just reflect a brand visually—it expressed it holistically. From material references and sustainable design cues to outdoor utility and lifestyle alignment, the project embraced the competition’s theme in every detail. And while the concept was executed with clarity and polish, it was also deeply personal—driven by the students’ enthusiasm for both design and adventure culture.
A Platform for Innovation and Growth
The Autodesk Student Design Competition provided a platform to merge creativity, technical skills, and strategic thinking. For Harry and Charlie, it was a chance to work independently, push boundaries, and turn a brand vision into a fully realized vehicle. Their success also speaks to Coventry University’s automotive design program, which empowers students to build real-world skills in Alias and VRED, while fostering a studio environment where storytelling, iteration, and originality are celebrated.
About the Coventry Program
Coventry University’s Automotive and Transport Design BA is a globally recognized program that combines traditional skills with advanced digital workflows. Students learn clay modeling, sketching, and use tools like Alias & VRED to develop professional-level design projects — preparing them for careers in global automotive and mobility design studios.
Congratulations to the Next Generation
Autodesk is proud to support design education and spotlight the creativity, adaptability, and innovation that students bring to the future of mobility. Congratulations again to Harry and Charlie — we can’t wait to see where your journey takes you next.
Explore Your Creative Potential
Autodesk has introduced Learning Editions of Alias and VRED to make high-end design and visualization tools more accessible for personal, non-commercial use. Aimed at aspiring designers, freelancers, and those transitioning from other software, these editions offer full-featured access to Alias AutoStudio and VRED Professional, allowing users to learn at their own pace outside of academic or corporate settings. With a strong focus on career development, the Learning Editions are supported by a centralized learning portal filled with tutorials, blog posts, and deep dives—helping users build proficiency in surfacing, modeling, and rendering workflows that are widely used across the industry.
Sharpen Your Skills
Alias and VRED Learning Editions are free for non-commercial use. Learn more and start your journey today.