Dodge.com Redesign
Client: Dodge, Chrysler Group LLC
Client: Dodge, Chrysler Group LLC
Historically, Dodge has been known for building muscle cars, trucks and people movers—but, they've also had a reputation for using sub-par materials. The client ask was a simple site refresh but, the reality was that today's Dodge needed to change it's brand perception. So, we came up with a concept called the digital showroom.
Essentially, we give the user a guided tour of a vehicle without bombarding them with offers and details. The deeper they dive in, the more info they'll receive. Since Dodge has a diverse lineup, we needed to give each vehicle it's own personality and voice while showcasing the new designs. So, we dove into a 3-month project which included a 300-page website, a 6-week photo shoot and a huge, new team. Oh yeah—and this was a week into my new job.
ROLES: ACD/Design; Lead design and creative direction with creative director and ACD/UX; partnered with
ACD/UX to lead a team of 25 (including design, copy, ux and dev) from concept through execution
ACD/UX to lead a team of 25 (including design, copy, ux and dev) from concept through execution
AWARDS: Ranked #3 for 2013 JD Power Top Automotive Websites (behind Acura and Porsche)
A clean, bold, modern design was key to helping the Dodge brand feel contemporary while setting it apart from the countless automotive websites out there.
Combining lifestyle photography, studio shots and 3D renders helps the experience feel dynamic.
Full bleed imagery gives the user a feel for the vehicle's interior.
Playful interactivity gives users vehicle information in a fun and engaging way.
We developed a clear (and very meticulous) style guide to maintain consistency throughout the new site as well as carrying through to online advertising.
