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Brands must evolve further, modify their strategy, and respond to emerging future trends. The German automobile industry faces new difficulties and possibilities as the world’s landscape is shifting. During my time at the FCE, I assisted brands in preparing for market-specific launches by investigating trends, doing market research, and determining how brands can convince the market with a new product. These projects were always carried out across the entire company allowing for a holistic 360 approach involving all departments, beginning with strategy and moving through color and trends, UX, interior design, and exterior design – giving brands not just a strategy, but also guidance on how to execute it in their products.

At the FCE, I was able to work on three brand and product development projects. In my most recent project, we started by evaluating the brand’s existing situation, including its positioning and current strategy. During this process, we also looked at market-specific future trends with high potential impact on the brand. To respond to changing market conditions, we defined the brand’s vision, mission and goals for the upcoming years in collaborative workshops. This resulted in the future vision of the brand and its new brand’s identity,

Based on this brand identity, we allocated brand archetypes and began establishing brand values and principles. These values helped to build and comprehend the character of the brand to serve as guidance cross-departmental from design to marketing. Further, we began to translate these values into a creative direction. Various methods enabled us in translating these values into a more visual context, generating a mood and a tone of voice that the brand should have. We began developing guidelines for certain categories such as look & feel, shape, interaction, and so on, in order to help create a cohesive world in which we positioned the brand.

Following this process, we start bringing everything into the different departments, where they begin translating the strategic input into design. This process with all its methods is employed across the Volkswagen Group to build and differentiate its various brands.