buick china
RE-DEFINING THE BRAND
THE PROPOSAL : To re-brand BUICK . Main emphasis of the project is focusing on the platform it has in China. The concept was to start exploration and form studies for Buick new auto show display in 2018. Main theme was to explore more into the sculptural side of Buick and to expand on where the brand is growing.
LOCATION: CHINA
Buick holds a strong foot hold in China. The mission of this project is to start re branding the theme of Buick. First spot China.
THEME: SCULPTURAL BEAUTY
Movement. Folds.& Beauty. The main focus moving forward was the exploration into sculptural beauty and what that means translated into a space.
color & material exploration
While exploring the future direction of Buick, a major emphasis was placed on redefining the brand’s tonality and visual language. The shift moved from traditional blue hues to warmer orange tones, introduced softer and cleaner typography, and experimented with materials that are subtle yet distinct.
ideation : form studies
With Buick’s rebrand came an exploration of new form studies. I began experimenting with shapes and structure to reflect the refreshed brand essence, focusing on creating a sense of movement in the space while capturing a refined, minimalist beauty.
ideation
final
owners lounge
Part Two :
OWNERS LOUNGE MOOD BOARD
Exploring different design concepts for Buick’s Owner Lounge, an emphasis was placed on selecting colors and materials that aligned with the brand’s new identity. The space needed to feel clean, warm, and elevated—drawing inspiration from Scandinavian design principles, Japanese minimalism, and the natural tones of Swedish woods. I translated initial sketches into 3D visualizations, adapting form, light, and material to bring the concept to life and reflect Buick’s renewed brand essence.
color & material board
The space emphasis the use of texture within the space. Using the texture to create dimension and interested in the space, while not relaying on a lot of color throughout the space. Focusing on light wash woods, light wash concrete and hues of orange popping through. The space needed to feel warn,inviting,yet still sleek and simplistic.
