Cadillac Brand Identity, Look + Feel

photography

full size model

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

PROJECT TITLE / Cadillac Brand Identity, Look & Feel

COMPANY / General Motors

STUDIO LOCATION / Michigan, US

DURATION/ September 2020 - January 2022

CMF

immersive materiality and color palette

craftsmanship

honors brand legacy of hand crafted details

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

Interior design

ADVANCED CONCEPT DESIGN + INNOVATION

DESIGN + BRAND STRATEGY

CMF / INDUSTRIAL DESIGN

  • 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

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.