Bringing brand signals and brand tonality together to form the New Volkswagen digital identity.

For the release of his twelfth solo studio album, Magna Carta Holy Grail, Jay-Z partnered with Samsung to shake up the music industry and change the game.

For the release of his twelfth solo studio album, Magna Carta Holy Grail, Jay-Z partnered with Samsung to shake up the music industry and change the game.

For the release of his twelfth solo studio album, Magna Carta Holy Grail, Jay-Z partnered with Samsung to shake up the music industry and change the game.

For the release of his twelfth solo studio album, Magna Carta Holy Grail, Jay-Z partnered with Samsung to shake up the music industry and change the game.

Agency: Publicis.Sapient
Role: Design Director

Agency: R/GA
Role: Art Direction. Design.

Agency: R/GA
Role: Art Direction. Design.

Agency: R/GA
Role: Art Direction. Design.

Agency: R/GA
Role: Art Direction. Design.

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. 

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. 

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. 

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. 

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.

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.

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.

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.

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

A Simple Line

A Simple Line

A Simple Line

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. 

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. 

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. 

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. 

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. 

Fresh approach to VW editorial moments

Fresh approach to VW editorial moments

Fresh approach to VW editorial moments

Fresh approach to VW editorial moments

Fresh approach to VW editorial moments

We refreshed Volkswagen's editorial design aesthetic for a digital context. Emphasizing connectedness, 'real-time' and with a tone that is current, relevant and fun. It also provided them a platform to communicate openly and honestly with their consumers.  

We refreshed Volkswagen's editorial design aesthetic for a digital context. Emphasizing connectedness, 'real-time' and with a tone that is current, relevant and fun. It also provided them a platform to communicate openly and honestly with their consumers.  

We refreshed Volkswagen's editorial design aesthetic for a digital context. Emphasizing connectedness, 'real-time' and with a tone that is current, relevant and fun. It also provided them a platform to communicate openly and honestly with their consumers.  

We refreshed Volkswagen's editorial design aesthetic for a digital context. Emphasizing connectedness, 'real-time' and with a tone that is current, relevant and fun. It also provided them a platform to communicate openly and honestly with their consumers.  

We refreshed Volkswagen's editorial design aesthetic for a digital context. Emphasizing connectedness, 'real-time' and with a tone that is current, relevant and fun. It also provided them a platform to communicate openly and honestly with their consumers.  

New product experience

New product experience

New product experience

New product experience

New product experience

We created an approach that reduces the barrier between story and product, while providing intuitive 'configure-as-you-go' tools that feel easy and natural. 

We created an approach that reduces the barrier between story and product, while providing intuitive 'configure-as-you-go' tools that feel easy and natural. 

We created an approach that reduces the barrier between story and product, while providing intuitive 'configure-as-you-go' tools that feel easy and natural. 

We created an approach that reduces the barrier between story and product, while providing intuitive 'configure-as-you-go' tools that feel easy and natural. 

We created an approach that reduces the barrier between story and product, while providing intuitive 'configure-as-you-go' tools that feel easy and natural.