BUICK & GMC DIGITAL RETAIL | 3 creatives = ~26,000 assets/year.
In 2021, I joined the Buick/GMC Digital Retail Creative team at Leo Burnett Detroit as an Art Director and UX/UI Designer. In January of 2025, we moved to our current employer, Martin Retail Group.
Over 2,000 dealers rely on our 3-person team to provide ~26,000 of these crucial marketing tools each year. These assets promote sales incentives based upon up-to-the-minute dealership priorities.
In order to accomplish this, we've created the Buick/GMC Digital Retail Asset Creative Production System.
UED methodologies are used to evaluate and fulfill design and production needs. We engineer and maintain this interconnected system of individually customizable components and templates.
As technology evolves, so do we. Our system was built in Photoshop, then Sketch, and currently 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.
The resulting visual identities neccessitated the incorporation of the new branding into our entire design and production system.
Online, our live assets oftentimes appear side-by-side. To ensure visual flow and cohesion, we must create our own dual-brand standards. The result must be pixel-perfect consistency between Buick and GMC.
Brand, image, information accuracy, and visual consistency 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 Managers are highly-dedicated to each other and our clients.
Our work expeditiously saturates the internet with a cohesive brand presence. The results are exceptional satisfaction ratings from our clients, and high profitability for our dealers.