Dodge.com Redesign

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  • Dodge.com Redesign
    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
     
    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.
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