Category: Buick

Creating a place to build buzz for Buick vehicles between reveal and production, without photography. We used vehicle 3D data and imagined a high-tech “blank canvas” world around each vehicle inspired by the lifestyle it empowers. Vehicles were revealed on a bespoke website that acted as a way to get up close with all the key features, design and tech, and help people take a virtual test drive.

The virtual test drive platform has given Buick a sophisticated and efficient way to launch multiple generations of vehicles.

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Content was designed to be easily ported from the launch website to other online advertising and the model overview page on Buick.com post-launch.

Buick’s target audience didn’t know what they stood for due to lack of visual direction and consistent execution. Using a combination of focus groups and competitive research, we developed a distinct visual persona for them around the idea of highly crafted experiences.

Buick is interesting in that they are an American brand with more appeal in China than the States. Our recommendation was to update the global Buick logo to match the red white and blue color way prevalent in China. We also proposed a responsive version for small sizes and digital channels.

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