The automotive industry is a vast and competitive space. INFINITI, the luxury vehicle division of the Japanese automaker Nissan, consistently looks to set itself apart in the sector. Our team was asked to seamlessly translate their new identity to the digital world by revamping their design system, website, and a multitude of other consumer touchpoints.
The automotive industry is a vast and competitive space. INFINITI, the luxury vehicle division of the Japanese automaker Nissan, consistently looks to set itself apart in the sector. Our team was asked to seamlessly translate their new identity to the digital world by revamping their design system, website, and a multitude of other consumer touchpoints.
For Critical Mass — Creative Direction, Design Systems, Prototyping
Working in tandem with Bruce Mau Design, the firm responsible for INFINITI's identity refresh, I worked tirelessly to establish a robust design system and thoughtful digital language. Meticulous attention to detail was applied in defining logo, color, typography, iconography, photography, UX, and accessibility standards for digital use at every step.
For the redesign of the configurator tool of the website, unique environments were developed to encapsulate the essence of each model. These environments carry through the entire experience from vehicle selection, build, and summary.
Redesigning the tool was an opportunity to apply a number of enhancements: amplify unique vehicle features, visualize exterior and interior options, and promote comprehensive accessory packages. Through rounds of prototyping, our team crafted an immersive experience that leads consumers down the path to purchase.
For the redesign of the website's vehicle landing pages, overhauling the approach was imperative for success. Premium. Engaging. Inspiring. Our primary goal became to sell the dream of the INFINITI lineup through dynamic content and imagery, delightful moments of interaction, and meaningful visual storytelling.