ENVIRONMENTAL GRAPHICS + STRATEGY
BUICK AUTO SHOW VIGNETTES
REALIGNING BRAND STORY TELLING IN THE AUTO SHOW BOOTH SPACE
About this project
CREDITS:2D Design: Kate Zielinski
3D Design: Kelsey Russell
Strategy: Kate Zielinski & Kelsey RussellPROGRAMS I USED:Adobe InDesign
Adobe Illustrator
Adobe PhotoshopBuick was going through a transitional phase of changing their product portfolio to SUVs only. Buick’s corporate brand language, marketing material, and lifestyle photography were clearly communicating model-specific stories and target demographics. We saw an opportunity here to do the same on show floor.
Our solution was to create micro-branded “vignettes” for each model. Each vignette is displayed near the vehicle it represents and clearly states the “Key Features”, exterior colors, & interior trims offered for that vehicle model. Vehicle stories are highlighted with a “hero statement” and lifestyle imagery.
Our solution not only pleased the Buick marketing team but also increased consumer engagement and improved communication of information with consumers on show floor.
See the before images below.
Previously, "key features" were separated on their own panels - 1 panel for each feature.
Panels were spaced throughout show floor
Example of an Apple CarPlay panel next to one car - possibly leading consumers to think CarPlay is offered on this model only.
An Avenir panel to showcase Buick's highest trim level. At that time this trim was only offered on one model.
A general overall color & trim display.