Audi User Interface.
Redefining the brand identity for Germany’s luxury car maker Audi using a ‘digital-first’ modular design approach.
CHALLENGE
A ‘Digital First’ brand identity for Audi.
The briefing was clear: redefine the brand identity for Audi using a ‘Digital First’ approach in both concept and design. The design process should result in the creation of a cohesive brand language that functions across all customer touchpoints.
I was commissioned by Strichpunkt to lead the digital design team in the creation of the brand appearance, the development of the User Interface, and the creation of a modular design system.
Creative Lead Digital
Art Direction, UI/UX Design, Creation of Digital Look & Feel, Design Consultant, Client Liaison & Workshops, Apps, Mentoring Brand Design Team, Digital Know-How
Awards
Red Dot Award: Brand of the Year 2017
Red Dot 'Best of the Best' Award
German Design Award Gold 2018
Annual Multimedia Award Gold
Corporate Design Prize
Deutsche Designer Club
Art Directors Club Germany
Deutscher Digital Award
Agency
Strichpunkt, Stuttgart⎥Berlin
SOLUTION
A progressive, refined, and precisely designed brand language that reflects the perfection and quality associated with Audi.
The solution was to create a modular design system that delivered a consistent brand experience across all touchpoints. The fully interactive Audi Brand Portal presented the resulting system as a living style guide – publicly accessible to all, full of creative inspiration for both designers, developers and Audi employees alike.
As digital design lead, I played a pivotal role in crafting the digital branding strategy for Audi. I was instrumental in creating the look and feel of the new Audi User Interface and modernizing the corporate design language. I provided guidance and inspiration to the design team in the development of the digital branding throughout the design process.
My role as a digital design consultant for Strichpunkt included client liaison and design presentations at Audi’s Ingolstadt headquarters with senior management stakeholders.
This project then developed further with a commission to design, concept, and develop the new ‘MyAudi’ app, where the new brand identity was put into practice for the first time.
Project Insights.
Some detailed insights into the thinking and concept behind the new brand identity for Audi.
User Interface.
The inspiration for the User Interface came from my initial research and observations of the vehicle manufacturing processes developed by Audi.
The precision and attention to detail in the production of the physical products I felt should be clearly reflected in the UI and brand presentation.
A clean, reduced, refined and minimalistic look was created which would ensure a uniform appearance across all digital products and services.
Audi Brand Platform.
The new Audi brand appearance is comprehensively documented and explained on a completely open platform, a first for the Automotive industry.
The Experience Principles of Audi's new interface design: ‘Sophisticated quality’, ‘Progressive performance’, ‘Intelligent guidance’, and ‘Spirited mood’, are explained in detail and help to create a coherent customer journey across all digital touchpoints.
Check out the brand platform here.
Icons.
As part of the new Audi branding Strichpunkt developed a completely new set of content and system icons. Their style is derived from technical drawings. They are used to enhance information and indicate user interactions in a clear and simple manner.
Acknowledgements:
Many thanks go to the Strichpunkt team in Stuttgart for the great collaboration and the extended team of independent experts who made this project happen.
This project really was a pleasure to work on!
Vorsprung durch Technik.