Honda spoke frankly about the challenging business context driving their decision to invest in a new digital platform.
Our focus was on crafting a richer experience whereby the designs and content told engaging stories through warm engineering. Engineering can often feel a bit cold. Honda’s not like that. Honda is full of colour, warmth and joy.
As Design Director I helped set the initial vision and design principles, whilst working with the team to develop the visual language.
By using bite-sized product stories the design system was inspired by the way we consume editorial content on a daily basis.
We shaped our design language from drawing from the product itself. These shapes help accent the product shots.
We created a darker tone for Honda bikes o adapt to it’s core audience which were much more andrenaline driven.
We created an agnostic design system which worked across different breakpoints and rapidly proto-typed to test and learn.
Honda Europe
Design Director
Digitas LBi
