Airlift was asked to complete a brand and overall design system audit across Mercedes-Benz’s digital experience. This included in-car and out-of-car touch points for it’s customers. This request focused specifically on car, website, and mobile applications and systematically enables the design system to evolve out of these key touch points. By achieving this design challenge it enables Mercedes-Benz to seamlessly improve connections between digital and physical experiences thus, solving problems with brand experience fragmentation.
Mercedes-Benz is recognized globally and as a result it has a vast amount of different entry points for it’s customers. These entry points range from digital and physical products that make up a larger brand experience. The challenge that Mercedes-Benz has is controlling product consistency throughout all these different touch points. This includes experiences that people have with the brand outside of the car and can lead to inconsistencies from their core product (IE car).
The overall goal was to identify all visual and brand inconsistencies within Mercedes-Benz current brand experience and provide rules and design guidance on how best to apply this new brand experience system. This ultimately provides a much more powerful brand experience and seamlessly integrates all brand entry points.
Step 1 – Identify Brand Experience Touch Points
Working collaboratively with Mercedes-Benz, Airlift identified key brand experience touch points that were the basis of the this project. This enabled the Airlift team to focus specifically on core elements which included in-car and out-of-car digital products (mobile & desktop).
Step 2 – Audit Current Brand Experience
Airlift went through a complete audit across all key UI/UX elements with in-car and out-of-car digital products (mobile & desktop). This included design elements such as iconography, graphic treatments, typography, contextual elements & overall grid structures.
Comprehensive design guidelines were created to identify areas where consistency needed improvement.
Analysis of Digital Design Components
Step 3 – Apply Future Brand Experience
Utilizing documents, workshops and overall core brand elements Airlift was then able to apply a consistent design language across key brand experience elements. This includes updated iconography, graphic treatments, typography, contextual elements & overall grid structures.
The result is a highly dynamic and responsive design system that can then by applied to other media across their brand experience. This framework solves the challenges that Mercedes-Benz has and as a result enables their teams to build better digital and physical products.