DESIGN + BRAND STRATEGY

Cadillac Brand Identity, Look + Feel

PROJECT TITLE / Cadillac Brand Identity, Look + Feel

COMPANY / General Motors

STUDIO LOCATION / Michigan, US

DURATION/ September 2020 - January 2022

PROJECT OVERVIEW

This project focused on creating a bold, unified Cadillac brand expression across consumer-facing touch points including product, CMF, UX/UI, components, and photography.

The objective was to elevate the brand creative vision for the next generation of global portfolio entries.

  • Senior Design Lead

    • Defined Cadillac future-state brand expression

    • Led the creative direction for print, digital, and environmental assets to ensure cohesive brand storytelling

  • Adobe Creative Suite, Figma, VRED, photography, videography

    • Comprehensive brand identity toolkit including mood boards, inspiration, and look + feel guidelines

    • Internal brand guidebook and collateral for cross-functional and agency use

    • Presentation deck and public-facing assets for product launch

    • Integrated cross-disciplinary design language and strategic alignment; reduced ambiguity and streamlined development, reviews, and approvals

    • Increased global brand awareness; reframed brand perception from American legacy to progressive global innovation

    • Enabled regional teams and partner suppliers to deliver consistent results across markets and product segments

craftsmanship

honors brand legacy of hand crafted details

electric charge port highlighted with product side profile detail shot in residential environement

photography

CMF

immersive materiality and color palette

Interior design

shared graphics translated across seat embellishment, lighting, UX/UI, CMF