GMC - New Build NAIAS 2017
OBJECTIVES
To define a new brand language and design a GMC stand while balancing modularity, functionality, floor space usages, and budget constraints.
AUTO SHOW STRATEGY:
Create a space which embodies confidence that only the GMC brand can:
- Redesign entire GMC display space including all physical elements
- Shift brand perception and consideration — more than just a truck brand
- Provide a brand experience that appeals to women and families
- Emphasis on premium brand, engineering excellence, and innovative / forward thinking
- Deliver an experience that appropriately defines the Denali and All Terrain sub brands
- Add brand-focused engagements within display space (eg: exploration of STEM integration)
- Optimize LED integration: size, technology, execution
- Develop a new, lighter material palette using more premium materials
- Design a new, lighter environmental graphics strategy
- Consider role of product reveals within display
- Design must be scalable for other major shows, smaller sub-major shows and Canada, Mexico, and Middle East applications
CREATIVE DELIVERABLES:
Customers should leave our display inspired by GMC; Generating positive word of mouth through experiences and interactions. They should think GMC is:
- A premium brand for the disciplined achiever who seeks a quality well-made product that stands the test of time - Intelligent, forward-thinking and purposeful
- Bold, Capable, Precisely Crafted - Designed, Engineered and Built to a higher standard
- More than just a “truck brand” with a portfolio of crossovers and utilities for the entire family
PROCESS
The Art Of Precision
To symbolize Movement and Connectivity the client wanted to incorporate the moving monitors across the stage. From the footprint and budgetary restrictions it was a very difficult task. We came up with the idea of moving screens through the graphics. At first glance there is no visual division between LED and actual wall. It looks natural and believable. The customer thinks it’s a large brick wall until the bricks start to move away.
Photography
NAIAS 2017
Reference
Bold • Capable • The Pinnacle of Engineering • Professional Grade • Precision • Movement and Connectivity
IDEATION
Brainstorm
The team collaborated on brand research, really getting to know the brand and transformed the client’s “needs” and “wants” into a powerful presentation. We filled the walls with visual references, stories and themes, loose ideation concepts, engagement, interaction ideas, etc. to discuss with the client and get the initial feedback.
Sketches
Ideation Concepts
Visualization
The idea of seamless integration of the architecture with video content to create a powerful presentation that appeals to a wide demographic. Minimal design features modular ribbon-like frames to create depth and an intuitive hierarchy. The elevated platforms clearly define focal zones (Denali, All Terrain, lounge, etc.).
