This is one example of a Buick digital catalog, a first for the brand. As the first year for digital catalogs all of them use the same structure and design elements for mobile viewing. This design used a page guide at the bottom of each page which was clickable, along with the table of contents page. This simple hyperlink digital book made it easy to download and navigate.

As the Creative Director I was responsible for all of the Buick photography and retouching for the brand.

This 2022 Enclave digital catalog available for download on the brands web is the next evolution in mobile catalogs. Buick created a mobile, desktop and ePub version for each of its four vehicles. This book used interactivity to navigate the catalog while being able to show additional information of underlined text in copy.

Photographer Mike Schwartz and I created a feeling of family in the images for the Enclave library, while also celebrating those special night-out occasions.

I had the privilege to be part of the agency team that helped launch the New Face of Buick with a brand-new logo, typeface, colors and web site. As the lead designer my first assignment was to set the UX standards for the typography that would develop across everything the brand created.

The Perfect Fourth typographic scale was used to create a balanced and visually friendly Buick font sizing. My UX design direction method helped us develop a type system that is scalable and adaptive, allowing a range of type sizes related to each other since they grow by the same ratio. Pictured here are a few units that I designed for incorporation into what would become the Buick standards. These standards and design rules allowed other non-agency partners to create Buick work that had the same look and feel through out any medium.

Later, I designed how images and other typographic solution standards would be applied to other UX components like the web site and CRM. See more examples of the work in the Digital section of my site.

Another major design task for updating the newly designed tri-shield with Buick’s new typography in a horizontal and stacked logo versions. Buick also wanted to create a new identity through a new tag line, Exceptional by design. Examples A & B shown.

The new tri-shields had detail in the red, gray and blue areas to consider at smaller sizes. For smaller sizes for digital and print the colored areas of the tri-shield were simplified. C shown.

With this design strategy we continued applying this design philosophy to other sub-brand groups like Certified Service and Accessories, important sub-brands in their own right. D & E shown.

Finally, I used those typography rules and standards to help design and guide the endless television end-frame requirements across the country.

These downloadable and interactive vehicle feature and option decks were created to help dealers assist customers in the final purchase phase. This vehicle information was published in showroom catalogs but with the elimination of those books’ dealers requested this creative to be published on the Buick web site for both dealer and consumer download.

Each vehicle deck is similar in its approach, guiding the reader through the vehicle mantras, key features, packages, specifications and Avenir features. The Avenir is the highest trim available for a Buick and represents the best the brand offers. It’s followed up with a hyperlink to GM Accessories to select accessories for the selected vehicle. Building accessories into the final vehicle payment was an important up-sale for the dealers and offered an opportunity for the consumer to build in the cost of the accessory into their final payment.

The last page, “Ready for a closer look” allowed the dealer through a QR code to work with the consumer to build & price the vehicle they want, or allowed the consumer to build & price a vehicle without dealer pressure from the privacy of their computer.

This digitally printed book was used to promote the Buick and GMC vehicle portfolios for the Woodward Cruise. The Woodward Cruise is an annual summer rolling car show here in Detroit on Woodward avenue across five cities. The GM brands uses the event to set up areas or events for brand loyalists to celebrate their classic vehicles while promoting the fresh designs currently available. Metro Detroit auto dealers commissioned this book as a give away item to spark interest in their vehicle portfolios.

These designs where sent to prospective buyers interested in the new Buick Envision. Thanking them for requesting to learn more about the new 2024 Buick Envision. The designs feature the vehicles new signature styling based on the Buick Wildcat concept vehicle. Every effort was made to highlight this new design with views of the exterior. The first UX design was used primarily because it incorporated a looping gif that also gave the prospect a glimpse into the interior cabin space. By requesting more information these prospects will continue to receive news about this exciting addition to the Buick lineup.