Buick
The brief
Redesign the Buick brand language to compliment and support a completely redesigned modern portfolio of vehicles.
Role
As the lead brand designer on the Buick design team, I took on the exciting challenge of creating whole new visual language to modernize the Buick brand.
Highlights
Modern AF: With the energized and totally redesigned vehicle lineup, I lead a team of eight art directors in the creation of the next era in Buicks, bright, modernized brand language.
Back to basics: From the ground up, we rebuilt the visual language of the Buick brand starting with a fresh and geometrically pleasing type face pairing and a fresh take on the Buick brand color palette. Check out the standards guide here.
But what does it feel and look like?: I focused on crafting the perfect balance of product and minimalist design to achieve a luxurious and premium feel to the brand across various channels. We then blended in small touches of nature to ground the brand in a natural, refined and tranquil space.
New site who dis?: Lead and directed partnership developments of completely redesigned site bringing Buick into the modern era of web design.
Exceptional by design
Digital First
Embracing a digital-first mindset is crucial due to the pervasive influence of digital technologies in our lives. This approach prioritizes designing experiences, interfaces, and products that are optimized for digital platforms from the outset. It ensures that user interactions are seamless across devices, responsive to various screen sizes, and leverage digital capabilities like interactivity and personalization. This mindset allows me to effectively met user expectations for intuitive, accessible, and engaging digital experiences, thereby enhancing user satisfaction, retention, and overall business success in an today’s saturated digital landscape.
