Next generation LiDAR for self-driving cars

How we helped Baraja become a $100m company

  • Strategy
  • Branding
  • Web Design
  • Development
  • Advisory
  • Motion Design
  • Web
  • Print
  • July, 2019
Check it


Baraja is a 3D machine vision systems manufacturer based in Australia, pioneering a new type of LiDAR (Light Detection and Range) called Spectrum-Scan™, a technology for self-driving cars. It opens up a whole new way to perceive the world, offering unmatched performance and control, helping you create AI perception that is superhuman.

Nick from Baraja reached out to us 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.

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!

Our initial conversation with Nick

Brand Identity

Baraja is a Spanish word that, as a noun, 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 visualisation of the world around the vehicle. The light can be steered by changing it’s colour… “shuffling” the colour spectrum so to speak.

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

Brand Values

Being a professional LiDAR manufacturer, Baraja's tone of voice must be professional, straightforward and transparent. It needs to show they understand the impact of what they're working on and its contributions to society. Baraja's product will ultimately be responsible for people's safety, so it's important they can explain their product clearly and formally.

We Deliver

Performance for today, industrialised for tomorrow. We don’t make promises we can’t keep or sell our customers on overhyped R&D projects. When we sell a product, it’s production-ready.

Always Learning

We’re engineers at heart — we never stop learning and every day is an opportunity to make our product faster, more accurate and more reliable. Knowledge is power.

Fail Fast

Everyone falls down, but your strength is measured in how you get back up and deal with the situation at hand. We fail fast, learn from our mistakes and keep working towards the bigger goals.

Colour Palette

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. The primary purple was used as a throwback to the original logo with a touch of regal tone. Pointclouds are best viewed on a black background, so we gave the brand a dark theme with rich and eerie blacks that appear to make the palette glow. Talk about ultra-violet!

Little Dipper#e5e5e9
Deep Sea Dolphin#6b6777
Coarse Wool#1a1826
Obsidian Shard#090012
Lavender Tonic#c4bcff
Dull Lavender#a89fe7
Faraway Sky#8d81cf
Governor Bay#55469e
Spectrum Blue#443779
Purple Noir#332854


We selected Averta as the primary typeface for headings and long-form text. It's 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”, particularly relevant to Baraja as they didn't want to be seen as "another R&D project" in the self-driving car space.

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. The simple, straightforward styleguide of one font and 3 primary colours makes it easy for the manufacturing and engineering startup to quickly and easily release beautifully branded content.

Baraja Typography


Baraja’s packaging design consists of the logo on all four sides of the box and a large, overflowing logo on the top. Since we're transporting fragile sensorheads, it was also important to add the transport and storage conditions temperature (-40 to +85C) and RH (85%).

The Jellypepper team’s genuine enthusiasm for our technology has not wavered in the time that Baraja has partnered with them. They know our brand inside-out and have our best interests at hand. They have become a true extension of our Marketing team and we look forward to continuing our fruitful partnership.

Doris Jeremine BusseMarketing & Events Manager at Baraja


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

The Basics

When it comes down to it, LiDAR is actually pretty simple - it's light refraction through a prism, like Pink Floyd's "Dark Side of the Moon". Okay maybe not that simple, but we did make a short video that explain how Baraja’s LiDAR connects a wavelength-tunable laser to prism-like optics and deflects light based on wavelengths.

Play video

Immunity to Interference

Baraja's sensorheads are immune to interference from the sun or other LiDAR systems due to 3 key layers: the colour (wavelength) + horizontal and vertical angles at any given point in time.

Play video

Software-Defined LiDAR

These sensorheads can also be configured with software, specifying which particular wavelength to scan enabling complete control over point density and resolution.

Play video

Spectrum Scanning

The Baraja brand is centred around their use of pointclouds — a set of data points in space produced by 3D scanners to visualise for humans what the scanner sees. They produce these using LiDAR (Light Detection and Ranging) sensorheads, mounted inside or on the roof of a vehicle, which send laser pulses out.

A stylised pointcloud visualisation

Once the laser returns back to the sensor, the LiDAR system will record data based on information received. LiDAR is a foundational tool being used to pioneer autonomous and semi-autonomous vehicles. But, its current implementation is expensive, unreliable and beset by burdensome adoption cycles. To visualise these pointclouds in an aesthetic way and surface them as a brand element, we produced some animated beams of light using a particle grid, randomised disperse values and depth of field.

The Jellypepper 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 CollarteCEO and Founder of Baraja