BUICK & GMC DIGITAL RETAIL | 3 creatives producing 26,000+ assets/year.
Since 2021, I've been an Art Director on the Buick/GMC Digital Retail Creative team. Over 2,000 dealerships rely on our 3-person team to produce over 26,000 banner ads per year.
These assets promote sales incentives based upon up-to-the-minute priorities. This oftentimes necessitates producing hundreds of customized assets in one day.
Accuracy is paramount. Being calm under pressure is key.
In order to accomplish this, we've created our own Buick/GMC Digital Retail Asset Creative Production System.
UED methodologies are used to evaluate and fulfill design and production needs. We engineer and maintain a complex system of libraries, components and templates.
As technology evolves, so do we. Our system has been built in Photoshop, Sketch, XD and Figma.
From 2021–2023, our team participated in the complete redesign of Buick's Visual ID, as well as the revision of GMC's existing Visual ID.
These new style guides necessitated the incorporation of the updated branding into our entire design and production systems.
Our live assets oftentimes appear side-by-side. To ensure visual flow and cohesion, we create retail-specific dual-brand standards which require revision any time either company is rebranded. The result must be pixel-perfect harmony, while maintaining each brand's integrity.
Branding, information accuracy, and cohesion are the cornerstones of our work.
The Digital Retail Dream Team
Camaraderie is essential for productivity in the rigorous world of retail. Our team of 3 Creatives and 4 Account Executives are highly-dedicated to each other and our clients.
The results have been consistently exceptional client satisfaction ratings and high profitability.
L-R: P'ninah Kanai, Allison Hurthibise, Jessica Turner (Creatives)