DIGITAL PLATFORM. DESIGN SYSTEM. RESPONSIVE SITE.
I had the privilege of serving as the Creative Director, responsible for overseeing the complete redesign of Acura.com, while working at Razorfish LA. My role was to lead the extremely talented team entrusted to revamp Acura's digital platform in its entirety. During this process, I was completely hands on throughout the entire engagement – from initial concept development, to establishing the overall design aesthetic, to final implementation and launch. While reporting to Razorfish LA's Head of Creative, Mike Frank, I managed a team of Designers, Art Directors, and Writers to bring the project to life.
Acura is know for performance-focused engineering and precision present in all of its vehicles, but their digital properties weren't displying the same sentiment. Razorfish was given the responsibility to envision the perfect digital platform for the luxury automotive brand.
Brands like Lexus, Audi, and Lincoln were making great strides in digital, but there were new players that Acura now had to compete with – Tesla being a major target, as well as Uber's ride sharing service. Consumers were starting to expext more, not just from their vehicles, but from every brand touchpoint. We set out to create a solution that would feel dynmic and innovative, while allowing for future scalability.
Our team examined the entire redesign process through a very specific lense, allowing us to stay laser focused. Using the formula of INSPIRE, EDUCATE, and ACTIVATE as our conceptual funnel we ensured that every decision was serving a specific purpose for the user. The newly established homepage was designed to serve as an informative portal for the brand. Beautiful, large scale imagery was used to create an emotional connection – providing inspiration. The full vehicle lineup was displayed as well as background information about Acura's performance heritage, thus educating the users. We wrap the page up with intuitive shopping tools and clear CTAs to potential next steps, driving them down the funnel towards activation (purchase).
REDESIGNED VEHICLE LANDING PAGES
Continuing with the framework of INSPIRE, EDUCATE, ACTIVATE, the vehicle landing pages are a seamless blend of precision, craft, and performance. Beautiful long scroll pages tell detailed product stories, enticing visitors with cinematic visuals and impressive stats. Subtle animations and element transitions draw the user down the page, allowing them to explore and digest content at an enjoyable pace. These pages delight hardcore vehicle enthusiasts as well as those just entering the luxury automotive market.
The vehicle landing pages were hard working by design. The crafted product stories put each model on a pedestal, emphasized by detailed descriptions that shed light on the rigourous design and engineering process that Acura embraces. Fullframe background video, subtle parallaxing of elements as users scroll down the page, beautiful photography, and intuitive navigation patterns created an elegant and dynamic experience. Carefully curated CTAs were placed strategically throughout each page, ensuring there were no dead ends, allowing users to progress through the experience with ease.
MY ROLES & RESPONSIBILITIES
Creative Direction, Design Direction, Visual Design, Creative Strategy & Ideation, Team Management
Mike Frank – Group Creative Director
Brad Burke – Creative Director / Designer
Eric Hallmann – ACD / Designer
Jeremy Grant – Sr. Art Director
Caitlin Bauler – Art Director
Anne Butcher – ACD / Writer
Ron David – VP Technology
Alonzo Bonilla – Tech Director
Ana Streczyn – Sr. Front End Dev
Liz Swanson – VP Client Engagement
Rosie Rathburn – Program Director
Stacey Barrette – Senior Prioject Manager
Erik Troedsson – Account Supervisor