Role / Lead Designer Digital, Art Direction, Creation of Digital Look & Feel, UI/UX Design, Apps, Client Liaison
Agency / Strichpunkt
Red Dot Award: Brand of the Year 2017, Red Dot 'Best of the Best' Award, German Design Award Gold 2018, Annual Multimedia Award Gold, Corporate Design Prize, Deutsche Designer Club, ADC, Deutscher Digital Award
Redefine the brand identity for Audi using a ‘Digital First’ approach in both concept and design. I was commissioned by Strichpunkt to lead the digital design team in the creation of the brand appearance. The modular design system should deliver a consistent brand experience across all touchpoints, and the resulting system was to be presented as a living style guide in the fully interactive Audi Brand Portal.
As Lead Digital Designer I played a pivotal role in crafting the digital branding strategy for Audi. I was instrumental in creating the look and feel of the new Audi User Interface and modernizing the corporate design language. I provided guidance and inspiration to the design team in the development of the digital branding throughout the design process. My role as Digital Design Consultant for Strichpunkt included client liaison and design presentations at Audi’s Ingolstadt headquarters with senior management stakeholders.
This project then developed further with a commission to design, concept, and develop the new ‘MyAudi’ app, where the new brand identity was put into practice for the first time.
The new Audi brand appearance is comprehensively documented and explained on a completely open platform, a first for the Automotive industry. The design principles of Audi's new look: variety, honesty and balance, are explained in detail for both online & offline touchpoints.
The brand relaunch was a co-creation process developed from a purely 'digital first' viewpoint by the agencies Strichpunkt, KMS & Blackspace. The new corporate design resulted in a dynamic and flexible system which allows the brand to communicate quickly, creatively and consistently across all digital touchpoints and devices.
As part of the new Audi branding Strichpunkt developed a completely new set of content and system icons. Their style is derived from technical drawings. They are used to enhance information and indicate user interactions in a clear and simple manner.
The new Audi brand appearance can be explored in detail here.