NEW
VOLKSWAGEN
BRAND

[Brand Design / UI Art Direction / UX Design]

Volkswagen’s Corporate Identity/Corporate Design (CICD) provides the tools for all brand communications across all entities in China.

vwcicd.wedochina.cn
Please contact me to get the access of the live website.

Tool used: Sketch | Photoshop | After effects | Illustrator

SongLinxi@CSVW.COM

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Understanding the Problem

Localization of Global Brand Identity

As Volkswagen’s most important market – creating and shaping a modern, agile, quality design system for China that reflected Volkswagen’s new purpose was essential. The ambition and scale of the project is the largest brand update ever witnessed in the Chinese market. 
To ensure the success of the project, there was a high requirement for clear design thinking, culturally appropriate localization and vast stakeholder management across 4 entities and Volkswagen headquarters in Wolfsburg.

Our Solution

CICD Brand Website

The design approach is people first, digital first. Volkswagen’s Corporate Identity/Corporate Design (CICD) is a responsive bilingual brand website which seamlessly provides the tools and assets for all brand communications across all entities in China.

The design system is extremely pure, yet highly flexible and dynamic

It’s all about the GRID!

In order to address the complexity of having to design a responsive website that contains a variety of texts, images and other elements, we have used for a grid system approach which enabled them flexibility regardless of the device used.

Desktop

Mobile

Integrate Motion Into Web Design

Motion graphics can draw people in with engaging, interesting, and subtle actions, and help to make sure they stick around the site.

Case study of the entire project
Behance

Client
Volkswagen China 
vw.com.cn

Head of Brand Marketing and Consumer Communication: Esther Francis 
Senior Brand Manager: Jasmine Ran

Client services/Designers/Strategists
MetaDesign Beijing

Client Services
Client Services Director: Lena Lederbauer
Senior Client Manger: Jiang Wenwen
Client Manager: Eliza Wang, Cloris Tong
Producer: Nancy Wang (Photoshoot)

Design
Creative Director: Sally Anderson
Associate Creative Director: Siuming Leung
Design Director: GeeHwee Lim
Senior Designer: Weikang Zhong, Liz Huang
Designer: Meiyi Wang, Charles Wang, Yafei Wang, Mondo Meng, Dan Liu, Candice Zhou
Motion Designer: Meimei Luo

Strategy
Managing Director: Mauro Marescialli
Associate Strategy Director: Owen Li
Senior Brand Consultant: Todd Balazovic
Brand Consultant: Lori Luo 

Photography
Photographer: Uwe Düttmann
Art Direction: Mahmoud Fathy, Siuming Leung, Sally Anderson
Production: Black+Cameron
Postproduction: Moto & Digitales Leben

Drone display
Superbonfire and Auditoire