In 2022 TI Fluid Systems was approaching 100 years as a maker of fluid and thermal systems for the world’s carmakers, and its business was turning towards electric vehicles. Customers, investors and its own people all needed to see that shift.
The trouble is that the products proving it sit deep inside the car, where nobody sees them. The brand had to make that hidden engineering visible, in a way that long-standing customers, new investors and employees could all follow.
We started with brand workshops and a brand sprint alongside TI Fluid Systems’ marketing and communications team, mapping what customers, investors and employees each needed to hear. That work shaped the logo and visual identity, and set a direction built on 3D.
At its centre was a see-through “ghost car”: a 3D vehicle with TI’s systems glowing inside it. Versions for combustion, hybrid and electric cars meant one image could explain the product range and the EV story.
Over the following years the ghost car grew into a full 3D and motion library. We produced animations for the product range, the intro film, countdown and ambient loop for TI Fluid Systems’ 2023 Capital Markets Day alongside its exhibition design, and a booth and film for its 2025 Shanghai show. We also built the company website and have hosted and maintained it since 2023.
When TI Fluid Systems merged with ABC Technologies to form TI Automotive, the same team designed the new brand: the logo, identity system, guidelines and toolkit, a new set of 3D brand elements, logo stings and a video graphics package of intros and title cards.
The Outfly brand workshops and support have helped us to expand our thinking and priorities, improving our messaging and overall brand presence.
Erica Dzwonkiewicz, former Director of Marketing, TI Fluid Systems
Since August 2022 the partnership has grown to more than 30 projects and more than 40 films and animations. Recent work includes the TI Way video and posters in several languages, the identity, medals, certificates and reveal films for TOPS, the TI Automotive Operating System, intros for the TekTalk series, ten 3D product animations for a product marketing toolkit and the first phase of a new website.
Because the brand, the 3D library and the motion system were designed to work together, each new piece builds on what already exists rather than starting from a blank page.
Outfly, a London brand, marketing and product agency, has worked with TI Fluid Systems since August 2022. The work runs from the first brand sprint and the 3D ghost car to more than 40 films and animations and the company’s new identity as TI Automotive.
It’s a see-through 3D vehicle we created with TI’s systems shown inside it. Versions for combustion, hybrid and electric cars let one visual explain the product range and the move to electric vehicles, across films, events, the website and print.
We designed the exhibition and produced the event’s films, including the intro film, a countdown and an ambient loop, all built from the same 3D library as the rest of the brand.
When TI Fluid Systems merged with ABC Technologies to form TI Automotive, we designed the new logo, identity system, brand guidelines and toolkit, new 3D brand elements and a video graphics package, building on the 3D library we started in 2022.
