CNBC Visits Rivian’s Design Studio to See How the Brand Shaped Its Signature Style

CNBC recently got a behind-the-scenes look inside Rivian’s Design Studio in Irvine, California, where Chief Design Officer Jeff Hammoud and his team shared how the company built one of the most recognizable EV brands on the road.

From the start, Rivian has focused on design that stands out, not just for looks, but for purpose. The R1T and R1S helped establish that “electric adventure” identity, combining rugged utility with thoughtful touches that make ownership easier. Things like the gear tunnel, built-in flashlight, and removable Bluetooth speaker came from that mindset of designing around real use cases.

Jeff, who joined Rivian in 2017 after working on Jeep, said he was drawn to the rare opportunity to design both a vehicle and a brand from scratch. When the R1T debuted in 2018, its now-iconic vertical headlights set it apart immediately, even if they were polarizing at first. Fun fact: the idea came from a carabiner sitting on a designer’s desk.

Since then, Rivian’s design language has evolved with the upcoming R2 and R3. The R2 takes what people love about the R1 and brings it to a smaller, more affordable SUV. The R3 pushes even further, with a compact rally-inspired shape that shows Rivian isn’t afraid to experiment.

Inside, Rivian’s materials and finishes are inspired by outdoor gear, fabrics, wood, and metal that feel warm, durable, and tactile. Jeff’s team still relies heavily on full-size clay models and physical mockups, giving them the freedom to refine every curve and surface before locking in production.

Even as Rivian navigates challenges like higher costs and shifting EV demand, its design philosophy stays bold. Jeff said it best: “Playing it safe is the fastest road to dying. If you get it right, you win big.”