NISSAN →
NISSAN NEXT
Concept Vicky Yang
Art Direction Vicky Yang
Icon & Illustration Vicky Yang
UI Design Rebecca Werres, Vicky Yang
UI Motion Vicky Yang
Creative Director Jude Gay
Agency Publicis Sapient
In 2020, Nissan launched its new identity and virtual experience site for ARIYA, its first fully electric vehicle, with a vision to modernise the brand. As Nissan’s digital partner, Publicis Sapient was tasked to create a design system that defines an unique feeling that manifests itself across all Nissan’s digital experiences and products.
THE KUMIKO GRID
All attention goes into details and the precision fit.The launch of ARIYA was a crucial pivot point for Nissan. It was also the main source of visual identity inspiration for Nissan Next. The design of ARIYA was inspired by the traditional Japanese woodwork called ‘Kumiko’ pattern, where all the attention goes to the details and the precision fit. This Kumiko pattern can be seen in both exterior and interior of the car. By breaking the Kumiko pattern into atomic pieces and rebuild it, it creates a hexagon Kumiko grid that sits as the centre and foundation of every design.
From iconography to illustration, a suite of digital assets was created as part of the design system.
POWERED BY DAWN
A new beginning.
A new dawn.Nissan has always been forefront with its Japanese heritage as a brand.
‘Powered By Dawn’, the motion principle of Nissan Next, was inspired by the red rising sun of Japan. The motion of rising and revealing in red is used across text, content and page transition in web.