Volkswagen brings brand signals and brand tonality together to form the new Volkswagen digital identity.
Publicis.Sapient — Creative Director
A scalable design language driven by content.
Our challenge was to create a digital design system, that works across a variety of touchpoints and provides the user a consistent brand experience regardless of their personal journey.
Translating the brand signals into a Design System, we developed the building blocks of the New Volkswagen in digital, which can be used by all partners to create digital brand experiences. The line between brand, editorial and product moments begins to blur as consumers weave their way through the VW ecosystem.
A Simple Line—
The basis of the design system is the simplest of forms: the line. A new VW brand mechanic was the use of The Moving Frame. We leveraged this frame as the core element which all of the UI would be designed from, forcing us to be purposefully minimal in our design decisions.
