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