Next generation LiDAR for self-driving cars


Baraja is a 3D machine vision systems manufacturer based in Australia. That’s the boring way of saying they make amazing technology for self-driving cars. They invented a new type of LiDAR called Spectrum-Scan which opens up a whole new way to perceive the world, offering unmatched performance and control, helping you create AI perception that is superhuman.


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Team Size



Brand Identity

Brand Strategy

Web Design

Web Development

Motion Design


July 2018

Pioneering the future

From stealth mode to Silicon Valley launch

Nick from Baraja reached out to Erudito with the idea of designing a self-driving car startup that really stands out from the crowd. After being in stealth mode for two years and having raised from Blackbird and Sequoia, it was time for the company to step into the limelight. We’d be there to back them up all the way.

Hi Hayden, I got your information from the guys at Blackbird. Would working with me to create a new brand for a self-driving car tech startup be something that’d interest you?
Hey Nick, pleasure to meet you! Absolutely, we can definitely help out with that, providing we get a self-driving car to test.
Yeah you wish. Let's catch up next week and discuss everything!
The Photoshoot

Heading into CSIRO

For the first order of business, Baraja hired a freelance photographer they had previously worked with for a photoshoot. The photos were going to be front-and-center on the new site, so we thought we’d help out with a bit of art direction. The direction we aimed for was clear and distinct, drawing attention to the delicate nature of the craft and the people behind the pointclouds.

Is this your card?

Exploring new logos

Baraja is a Spanish word. As a noun, it means “a deck of cards”. As a verb, it means “to shuffle”. Baraja’s LiDAR technology works by shooting beams of light into the environment, creating a pointcloud visualisation of the world around the vehicle. The light can be steered by changing it’s colour… “shuffling” the colour spectrum, so to speak.

Baraja Sketches
Inspired by physics

The Sine Wave

The new Baraja logo was inspired by a 3D Sine Wave sculpture out the front of the CSIRO facility, combined with the concept of spectrum (wavelength-based) scanning. We created a 3D model and captured it from a particular perspective, where it looked auspiciously like a Capital “B”… for Baraja.

Ultra Violet

The Baraja Styleguide

The Baraja colour palette was inspired by pointclouds – a set of data points in space produced by 3D scanners to visualise for humans what the scanner sees.

We selected Averta as the primary typeface for headings and long-form text. It is a new geometric sans serif family with a simplistic, yet appealing, personality. In Greek, it means “to act or speak openly, bluntly or without moderation, without hiding”.

The purely geometric rounds, open apertures, and its low contrast strokes manage to express an unmoderated, straightforward tone resulting in a modernist, neutral and friendly typeface.

Baraja Styleguide
Immerse yourself

The website

The new Baraja website is sleek and straight to the point. LiDAR technology can be rather tricky to explain, so a few sections rely heavily on videos and interaction to draw you in and create a feeling of immersion.

Dark side of the moon

Spectrum Scanning: A Primer

When it comes down to it, LiDAR is actually pretty simple. Okay that’s BS, but we did make a short video that explains how Baraja’s LiDAR connects a wavelength-tunable laser to prism-like optics using optical fibre cables and deflecting light based on wavelengths… or you know, whatever.

Responsive design

Go on, take Baraja with you

Baraja’s website fits neatly on any device so you can learn about their products, watch the videos or even play with the product configurator!

Reimagining Baraja

The logo evolution

We started working with Baraja in late 2017. In 8 months, we completely overhauled the brand, designed a brilliant new site, produced two videos, directed a photoshoot, designed the packaging, 3D modelled their products and helped an Australian stealth startup launch in Silicon Valley. Baraja have an amazing team and we can’t wait to work on a new project with them.

Baraja Before Baraja After
Last, but not least

The Hero Video

Right before publishing the website, we realised the hero background was a bit boring. So, we quickly directed and produced a short looping video that demonstrates a dark and mysterious Baraja LiDAR system booting up.

The Erudito team were tightly coordinated and key in our journey from stealth to launch. They excelled at embedding themselves in the team and creating a tight feedback loop, which helped push the new design ethos throughout the company.

Federico Collarte

CEO and Founder of Baraja

If you’ve got a project for us and you believe you’re the right fit, don’t hesitate to get in touch. Let’s grab a coffee in Surry Hills!

Get in touch