The Chrysler V3 redesign was a complete teardown and redefining of the Chrysler mobile platform. The project had a huge systems design component that had to be flexible enough to accommodate the five distinct Chrysler brands: Chrysler, Jeep, Dodge, Fiat, and Ram.
The V3 system is a catalogue of light page templates coupled with a deep library of customizable components. Through this, each brand was able to assemble an experience within the V3 system that best met their needs and stayed on brand with their desktop experience. The concept began with a fantasy brand (Delorean) to pressure test the three main templates. This allowed us to sell the framework without anyone tripping over brand content, keeping us and the client focused on defining the system. All disciplines worked closely and collaboratively to meet very tight launch windows.
As the visual design lead, I set the overall tone and direction for the concept and worked with the design team from sketches to comps to maintain design integrity and offer feedback on delegated work. I also worked closely with front end development to create iterative prototypes for the client and regularly lead presentations/ QA sessions.
V3 Jeep Design
V3 Family Design
V3 Delorean Concept Design
V3 Concept Sketches
