When tasked with a redesign, our brief was to educate people as to who the Infiniti brand was. The world was very familiar with Nissan at the time, but people didn’t really understand what the Infiniti line was all about. Without that knowledge, the line had no chance of competing with other luxury competitors. So our goal was to take the site and make it tell the brand story as much as possible while still giving users the nuts and bolts information about the vehicles.

Visit Site: www.infinitiusa.com

We worked alongside Chiat who were responsible for the television commercials, and our print team upstairs to have a synergistic execution. What intrigued me most on working with this brand was the thought process that went into creating the vehicles. I’ve worked on the GM line, and the Jaguar line, and neither of those could even come close to the Infiniti process. This was definitely a surprise to me, as I had also lumped Japanese cars into the same generic category. The Infiniti vehicle is seen as a piece of art. The designer starts with a brush stroke called a gesture. The shape of this stroke defines the character of the car… and then it goes on from there. In the case of the G-Sedan, the grill takes its shape from the kitana sword, the hood is consciously given a wave type appearance, the interior metal is given a warmer hue and a texture emulating rice paper and all the buttons are created to have the same touch to them. Even the acceleration swell is tuned to fit the character of the vehicle. The attention to detail and the artistic nature of the brand gave us so many interesting stories to tell. Visually, we tried to keep the focus on the imagery with as few hard edges as possible so as not to bind them in. Imagery has very strong lights an darks, and takes its cue from what we call dynamic adeyaka (vibrant design).

This type of execution worked well in creating the emotional response to the vehicle. Our audience was called “The Passionate Curator”, and held great appreciation for such passion for the design of these vehicles.