GMC

The brief

Strengthen brand perception and creative executions with a simplified visual language through visual asset creation, typographic design and layout,

Role

As the lead art director on the GMC design team, I took on the exciting challenge of creating visual cohesion through the GMC brand channels resulting in a stronger brand perception and a modern, premium and capable brand language for the expression of GMC.

Highlights

Refined and aligned: I designed a brand standard guide that simplified the GMC visual language across all brand channels. Taking it a step further, I led the creation of the GMC Brand Design System and inspired an all-out agency transition to Figma.

Digital first: With a digital first mindset, I crafted new brand templates working with individual teams to refine the brand to accommodate for all major social platforms, digital communications including site, CRM and OLA units as well as traditional video and broadcast.

Motion as brand language: I focused on achieving fluid and simple movements to draw attention to feature callouts and vehicle names, ensuring that graphic movement didn’t detract from the main visual, adding a dynamic and captivating effect.

So fresh, so clean: Lead and directed partnership developments of GMC’s refreshed website design including brand-aligned typography styling, user animation interactions and advanced grid systems.

Shoot planning: I curated captivating mood boards with epic locations, following the process from concept to execution creating extensive asset libraries for Sierra LD & HD, Sierra EV and the All New Acadia.

The GMC Standard

After a comprehensive brand analysis of all channels, we discovered a need to review and realign the GMC brand with a unified graphic language. My team an I created a comprehensive brand guide to standardize all execution channels. Taking it a step further, we created a GMC master component library and design system to ensure our entire team of art directors and designers are able to maintain the GMC standard, no matter the channel.

Check it out in Figma.

The team:

SVP, Head of Art - Simon Fairweather

Designers: Shaiwattie Gulcharran, James Bruff, Ron Alexander, Carlos Williams, Allison Hubertise, Jessica Turner & P’ninah Kanai

It all starts with a type scale.

Implementing a typescale into the GMC brand langauge was crucial in establishing a consistent visual hierarchy and readability across GMC’s various advertising platforms. By defining harmonious relationships between font sizes for headers, subheadings, and body text, typescales ensure that a brand's messaging is clear and cohesive. This consistency extends from digital interfaces to physical materials like printed materials and signage, reinforcing GMC’s brand identity and making it instantly recognizable to audiences. Typescales unify the brand's visual language, enhancing user experience and maintaining brand integrity across diverse communication channels.

  • Acadia AT4

  • Sierra HD Packshot

  • Sierra LD AT4

  • Sierra HD

  • Sierra Denali Ultimate

  • Acadia Denali

  • Acadia AT4

  • Sierra HD AT4X