Buick Wildcat

The Buick brand had been undergoing a brand identity refresh, and the digital experiences had not been considered in the process. The result was rather digital-unfriendly, as it had been conducted by a traditional legacy ad agency without an experienced digital design department. Yet, the brand was trying to position itself as design-first and tech forward.

This was the result of a quick sprint attempting to see how one could turn the elements of the identity into one befitting this now supposedly cutting edge brand. By emphasizing the design traits of the vehicles through large visuals and minimal supporting elements, this direction was an attempt to utilize contemporary minimalist design heuristics to achieve this new strategic intent.