Let’s connect and create
something extraordinary.
Let’s connect and create
something extraordinary.
Let’s connect and create
something extraordinary.
Let’s connect and create
something extraordinary.
Infiniti
Infiniti
Infiniti
2024
2024
2024
Role
Role
Creative Lead
Outcome
Art Direction, Brand Experience, Motion Direction, Design System, Product UI/UX
Art Direction, Brand Experience, Motion Direction, Design System, Product UI/UX
Nissan Premium Global Experience
Nissan Premium Global Experience
The way we interact with vehicles is changing rapidly. Cars are no longer just modes of transportation—they’re becoming experience hubs. Infiniti, Nissan’s luxury brand, asked us to reimagine what these future experiences and supporting services could look like.
The way we interact with vehicles is changing rapidly. Cars are no longer just modes of transportation—they’re becoming experience hubs. Infiniti, Nissan’s luxury brand, asked us to reimagine what these future experiences and supporting services could look like.
The way we interact with vehicles is changing rapidly. Cars are no longer just modes of transportation—they’re becoming experience hubs. Infiniti, Nissan’s luxury brand, asked us to reimagine what these future experiences and supporting services could look like.
Insight
Insight
We conducted research and surveyed 461 Progressive Challengers in the US and China, we found that 76% were interested in a combined Wellmobility membership and car subscription package.
We conducted research and surveyed 461 Progressive Challengers in the US and China, we found that 76% were interested in a combined Wellmobility membership and car subscription package.
We conducted research and surveyed 461 Progressive Challengers in the US and China, we found that 76% were interested in a combined Wellmobility membership and car subscription package.
Idea
Idea
We envisioned mobility that goes beyond driving — where every journey nurtures body and mind. By combining advanced technologies with a focus on well-being, we created the concept of "Wellmobility," a new category in the automotive industry.
We envisioned mobility that goes beyond driving — where every journey nurtures body and mind. By combining advanced technologies with a focus on well-being, we created the concept of "Wellmobility," a new category in the automotive industry.
We envisioned mobility that goes beyond driving — where every journey nurtures body and mind. By combining advanced technologies with a focus on well-being, we created the concept of "Wellmobility," a new category in the automotive industry.
Creating a new universe
As Design Lead, I helped guide a team in redefining Infiniti’s brand vision. We aimed to turn car ownership into a community experience, treating customers as guests, and transforming dealerships into hubs in this new ecosystem.
To realize this, we explored every facet of the brand experience — from logo and typography to motion principles and new art direction, product UX/UI, and a full launch campaign. The result was a scalable, cohesive brand experience.
Creating a new universe
As Design Lead, I helped guide a team in redefining Infiniti’s brand vision. We aimed to turn car ownership into a community experience, treating customers as guests, and transforming dealerships into hubs in this new ecosystem.
To realize this, we explored every facet of the brand experience — from logo and typography to motion principles and new art direction, product UX/UI, and a full launch campaign. The result was a scalable, cohesive brand experience.
Creating a new universe
As Design Lead, I helped guide a team in redefining Infiniti’s brand vision. We aimed to turn car ownership into a community experience, treating customers as guests, and transforming dealerships into hubs in this new ecosystem.
To realize this, we explored every facet of the brand experience — from logo and typography to motion principles and new art direction, product UX/UI, and a full launch campaign. The result was a scalable, cohesive brand experience.
Going Beyond Infiniti - Inspiration
We wove Infiniti’s heritage of Japanese craftsmanship into every touchpoint. Drawing from traditional design, architecture, and nature, the design system reflected Infiniti’s core values: Power and Serenity. The result was a seamless blend of innovation, cultural authenticity, and modern design.
Going Beyond Infiniti - Inspiration
We wove Infiniti’s heritage of Japanese craftsmanship into every touchpoint. Drawing from traditional design, architecture, and nature, the design system reflected Infiniti’s core values: Power and Serenity. The result was a seamless blend of innovation, cultural authenticity, and modern design.
Going Beyond Infiniti - Inspiration
We wove Infiniti’s heritage of Japanese craftsmanship into every touchpoint. Drawing from traditional design, architecture, and nature, the design system reflected Infiniti’s core values: Power and Serenity. The result was a seamless blend of innovation, cultural authenticity, and modern design.
Digital Experience
The UI design mirrored the organic movements found in Infiniti’s vehicle lights, connecting the digital interface to the car’s physical design. At its core, a personalized AI assistant enhanced the user experience, from mood lighting to tailored interactions.
Digital Experience
The UI design mirrored the organic movements found in Infiniti’s vehicle lights, connecting the digital interface to the car’s physical design. At its core, a personalized AI assistant enhanced the user experience, from mood lighting to tailored interactions.
Digital Experience
The UI design mirrored the organic movements found in Infiniti’s vehicle lights, connecting the digital interface to the car’s physical design. At its core, a personalized AI assistant enhanced the user experience, from mood lighting to tailored interactions.
Infiniti Beyond Ownership to Membership
We created "Infiniti+", an exclusive membership program that offers lifestyle benefits and builds a community. This multi-sensory experience includes art, food, and well-being services, elevating car ownership to a whole new level.
Infiniti Beyond Ownership to Membership
We created "Infiniti+", an exclusive membership program that offers lifestyle benefits and builds a community. This multi-sensory experience includes art, food, and well-being services, elevating car ownership to a whole new level.