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In July 2020, Nissan unveiled its first all-electric crossover SUV, the ARIYA, alongside a new logo, the first update in 20 years. This launch aimed to bridge the brand’s heritage with the digital age, uniting advanced technology and the refreshed brand in a cohesive narrative.
Role & Responsibilities:
As Design Lead, I shaped the art direction and established a new UI design system for Nissan’s brand relaunch. Remaining hands-on as the primary UI designer, I led interactive prototypes, guided global user tests, and aligned creative deliverables across a large multidisciplinary team to ensure consistent, high-quality outcomes.
Outcomes
569k visitis within first 24 hours post launch
97% self directed visits through organic channels. No paid traffic.
3.3k consumers registered their interest to buy the car on the first day
Challenge
The ARIYA launch, initially a blend of digital and physical events, shifted fully online due to the 2020 pandemic, forcing us to pivot and help Nissan introduce a new era for their brand despite the global lockdown.
We reimagined the customer journey to position Nissan as a leader in electric mobility. Our approach focused on translating Ariya’s features into tangible benefits, using “learning by doing” and “Timeless Japanese Futurism” to create a compelling, engaging experience.
A story of timeless Japanese craftmanship, beauty, and futurism.
From the smallest UI elements, bespoke typography styling and composition of all elements we achieved a new and unique brand language that is deeply anchored in the company’s history.
We crafted an experience that seamlessly blends design, craftsmanship, and EV innovation, guided by the concept ‘New Dawn. New Era.’ The car’s signature copper color, symbolizing the rise of a new automotive era, also honors traditional Japanese copper artisanship.
A Sense of Serenity: Drawing from Japanese design and Ariya’s features, we created subtle typography, minimalist UI, and motion principles that mirror the car’s stress-reducing qualities.
Creating a subtle & quiet environment for the car.
The art direction features uncluttered scenery, reflecting the car’s spacious interior and creating a sense of calm. The environment’s ‘organically familiar’ form keeps focus on the Ariya, while subtle colors and textures add a touch of futurism to the experience, underlining the particularity of this car.
"Nissan reveals how design can usher in a digital world of driving."