BRAND EXPERIENCE & DESIGN SYSTEM
Nissan Next
To coincide with the launch of the global rebrand, we worked closely with Nissan to imagine, define and execute a unique and distinct digital brand experience that would permeate across all touchpoints.
Working closely with the Nissan brand team, we created an experience framework; defining experience principles and design pillars to hang all our thinking from. Every detail, whether a small icon or a large screen transition, needed to tie back to the pillars ensuring a consistent visual language that could scale.
All UI motion mimics the light movement from the vehicle lights. This simple but unifying idea helps to connect the physical car to the screen interactions of Nissan digital product, creating a seamless visual language within the customer experience.
To ensure consistency for customers across the globe and across channels, as well as efficiency in the experience creation, we created a detailed design system. The Nissan Next design system is the universal visual language that shapes all digital products, with additional localisation to specific markets.
Over a 7 month period, we used the Nissan Next design language to launch new cars, create pre-order customer journeys and in-depth vehicle landing pages. Slowly but surely the new Nissan design language is rolling out across the world creating a unified brand experience.
Project details —
Role —
Creative Director
What we did —
Discovery
Strategy
UX design
UI design
Design system
Motion design
Branding
When —
2021
The team behind the magic —
Jude Gay Creative Director
Daniele Signoriello UI Lead
Sandeep Bisran UX Lead
Rebecca Werres Snr Designer
Harpreet Kaloty Snr Designer
Phil Young Snr UX Architect
Adam Ryan PO
