DESIGN STRATEGY + BRAND IDENTITY

Cadillac Brand Identity, Look + Feel

PROJECT TITLE / Cadillac Brand Identity, Look + Feel

COMPANY / General Motors

STUDIO LOCATION / Michigan, US

DURATION/ September 2020 - January 2022

STRATEGIC CONTEXT

General Motors needed to unify creative direction across a portfolio of 8 brands and 70+ global platforms, establishing a consistent yet differentiated brand expression at a moment of major strategic repositioning. For Cadillac specifically, the mandate was to define the creative north star that would carry the brand from American legacy into global performance culture, with the Formula 1 debut as a defining cultural moment for the relaunch.

  • Senior Design Lead - Brand Identity + Creative Systems

    • Defined Cadillac's future-state brand expression and creative north star, guiding design direction across product, CMF, and experiential touchpoints

      • Led creative direction across print, digital, and environmental assets, ensuring cohesive brand storytelling across all consumer-facing platforms

    • Built a comprehensive brand identity design system including mood boards, look + feel guidelines, and creative toolkits enabling regional teams and agency partners to execute with consistency globally

      • Identified and aligned high-impact cultural partnerships, including creative collaborators tied to Cadillac's Formula 1 debut, anchoring the brand in global performance culture

      • Unified creative direction across 8 brands and 70+ platforms, translating complex strategic inputs into clear visual frameworks for design and engineering teams

    • Defined Cadillac's creative north star, reframing brand perception from American legacy to progressive global innovation, setting creative direction for the next-generation portfolio

      • Elevated brand positioning ahead of Formula 1 debut through high-impact cultural partnerships and design storytelling

      • Integrated cross-disciplinary design language and strategic alignment, reducing ambiguity and streamlining development, reviews, and approvals across the enterprise

      • Brand identity design system enabled regional teams and partner suppliers to deliver consistent results across global markets and product segments

photography

PROJECT OVERVIEW

This project created a bold, unified Cadillac brand expression across every consumer-facing touchpoint, including product, CMF, UX/UI, components, and photography. The objective: elevate the brand's creative vision for the next generation of global portfolio entries and establish a scalable brand identity design system that regional teams and agency partners could execute with consistency and confidence.

The work spanned visual identity, CMF language, creative toolkits, and storytelling assets, designed to shift Cadillac's perception from American legacy brand to progressive global innovator, with the Formula 1 debut as the anchor cultural moment for the relaunch.

CMF

immersive materiality and color palette

Interior design