Working with ‘Group Innovation’, a VW Group entity that develops research vehicles and innovative technologies, to design a vehicle that incorporates new engineering and design techniques.The goal being to have a transformative impact on the vehicles of the future for all twelve brands of the VW Group. Remaining not just competitive but innovative on the world stage. Over the course of a year, I led the strategic aspects, provided the creative direction, assisted in business model development, and collaborated and led the design process with vehicle design, UX, and film.
(The project is not yet published, but it can be described, not shown. For more information, contact me.)

Process

World building

We started the project with workshops involving VW experts, to develop the project’s vision and foundation. VW Group Innovation’s research and development in materials and processes set the framework for our concept.

User

Together with the UX team, I led workshops to form user groups and create user stories, identifying their specific needs and challenges with the vehicle. This approach ensured we addressed real-world issues effectively.

Business model

With the VW Group Innovation Business unit, we developed a transformative business model that revolutionizing how cars are built and sold.

Creative direction

Once we had set the strategic groundwork, we coordinated the FCE design departments on a unified vehicle design, covering Exterior, Interior, Digital Experience, and Colour & Trends. I led the creative direction and brand experience, including the look and feel of the innovation car, while managing stakeholder input and overcoming material and technological challenges.

Product

Despite these challenges, the FCE’s holistic approach has resulted in one of the greatest innovation car concepts, which has been presented at the internal VW Group fair for the last two years. I am excited to see what comes out of this fantastic project. It was one of the most inspiring projects, opening new opportunities for the future of our mobility.

Visual Identity

APP and Dashboard

Website

Brand Elements

Presentations

Videos

Other documents

The automotive industry is under intense pressure to transform and is facing unprecedented challenges. Brands need to reposition themselves as the automobile sector transitions from internal combustion engine (ICE) to battery electric vehicles (BEVs). Over the course of several months, my team and I led this strategic transformation of one of the Volkswagen Group’s brands. Redesigning and evolving the brand holistically in every key area to ensure its continued relevance. I was responsible for the development, positioning, and direction of the brand as well as the direct design transfer in corporate identity, product, and general tonality.
(The project is not yet published, but it can be described, not shown. For more information, contact me.)

Process

Context mapping

The project began with the definition of market-specific future trends and their potential impact on the market and the brand.

Brand position

Together with the brand, we assess the brand’s current position and where it needs to shift in relation to competitors and other Volkswagen Group brands to remain relevant and differentiated. During workshops, we developed the brand’s vision, mission, archetypes and brand values, which formed the basis for the entire brand work and serve as guidance for all departments.

Experience evaluation

To create a more visual and emotional understanding of the brand, we used a variety of methods to identify their aesthetic preferences, visual sensitivity and experience level. This served as the foundation of the creative direction.

Creative direction

In the creative direction, I translated the brand values into a more visual context, creating a mood and tone of voice that matched the brand identity. In doing so, we looked into the different brand areas and defined how the different fields needed to align.

The result was a 360-degree view of the brand and within the areas guidelines and a direct design transfer. I concentrated on storytelling, creating the new brand narrative and storylines, and on look and feel and tonality, developing a new visual and corporate identity for the brand.

360° Brand Experience:

This holistic strategic approach was later implemented by the different departments ranging from marketing to exterior design. Building up a new brand appearance and direction as well as a new product line. This project was particularly interesting for me because we worked with the entire brand team and implemented the strategies and design transfers immediately. Briefing departments and agencies to fullfill a holisitc brand experience.