I’ve loved cars for as long as I can remember

When studying for my A-Levels many years ago, I was convinced I would become an automotive designer. That ambition took me through mechanical engineering, into product design, and eventually into branding strategy. My professional life moved into creative direction rather than car studios, but the interest never left.

Emile on Wheels is the result of returning to that early instinct — this time with more experience, more judgement, and a clearer sense of what actually matters to me.

I’m not interested in chasing every new launch or repeating press release narratives. I’m interested in how cars feel to live with. How design decisions age. Which materials justify their existence. Whether technology reduces friction or adds it. Why some cars feel coherent and others feel confused.

Professionally, I work in creative strategy and lead design-led projects for technology brands. That background shapes how I look at cars. I notice proportion. I notice interface decisions. I notice when something is overworked. And I notice when restraint has been applied properly.

If you care about cars but don’t care for noise, you’re in the right place.