Buick
Electric Halo Concept
An Autonomous Project with Brand Strategy Proposal
The concept of an autonomous Buick brand refers to the idea of creating 'Buick vehicles' that are capable of driving themselves, without the need for human intervention.
This concept is part of a broader trend in the automotive industry towards developing self-driving cars, which are seen as having the potential to improve safety, reduce traffic congestion, and make transportation more efficient.
The design concept of an autonomous Buick brand focused on creating a comfortable, luxurious, and high-tech driving experience for passengers, while also incorporating advanced technologies to improve the vehicle's performance and reduce its environmental impact.
The program consisted of four teams of designers, sculptors and engineers working on vastly different projects, and I was responsible for fully executing the color and trim on each of the four vehicles. I also elected to do an in-depth analysis of the customer for a year that most of the production programs don’t reach. I worked closely with each of the teams to develop their target customer and ensure that all aspects of their vehicle aligned with the customer.
Ext, Int Color & Trim Lead - 100% Kyungmin. Oh
Meet the Team
Buick Customer Research
Y Generation
We are tech savvy
Y generation, also called Millennials are known for being tech-savvy and having grown up with the internet and mobile devices. They are also often described as being more open-minded and diverse than previous generations, with more liberal attitudes towards issues such as gender, race, and sexuality.
Environmentally and Socially conscious
They are also known for their tendency to research products and services online and rely on the recommendations of their peers before making a purchase.
Open minded
The Y generation is often more open-minded and accepting of diverse forms of relationships, including non-traditional family structures and alternative lifestyles. They are more likely to embrace and support various forms of partnerships, such as same-sex relationships and polyamorous relationships.
Y generation mood board
Organic Sculpture
Layered .
Transparent .
Refined .
Meet the Team
Buick Customer Research
Z Generation
we are diverse
Generation Z is considered to be more diverse, inclusive, and socially aware than previous generations, with a growing interest in issues such as environmental sustainability, LGBTQ rights and racial equality.
I am independent
Generation Z is often described as being more independent and self-reliant than previous generations, and they are less likely to prioritize traditional markers of adulthood such as marriage and home ownership. They also tend to form relationships later in life and tend to have a more diverse group of friends compared to earlier generations.
Prefer face-to-face
They also care more about mental health and well-being than previous generations and tend to have a more open and honest communication style.
Z generation mood board
Premium Athleisure
Motivating .
Sustainable and Practical mindset .
Modern Sporty Look .
The brand 'Buick' is heading to more sophisticated discerning and inclusive customer
Brand Color & Trim Inspiration Board
Buick is...
Shadow
Effect
- Dimensional Details.
- Unexpected Delight.
- Crafted and Minimalism.
Water
Ripple
- Progressive.
- Reasonable and Optimistic.
- Confident and Motivating.
Layering
- Connected.
- Depth.
- Thoughtful and Calm.
Hidden
Tension
- Inner Strength.
- Sophisticated.
- Moving forward.
Clear &
Opaque
- Pure and Moderate.
- Relaxed.
- Honest and Sincerity.
Bucik Exterior Color Proposal
