Graphic Designer
CADILLAC FINANCIAL
THE END OF LEASE EXPERIENCE
created at GM Financial with Sabrina Cunha
created at GM Financial with Sabrina Cunha
identity
With the start of a new era for Cadillac — its new visual identity and brand new subsidiary company, Cadillac Financial, coming out of the gates, many products had to be created. With a brand new audience emerging at the top of Cadillac’s target groups, they wanted a re-imagined visualization for their Lease-End package. For this project, I was asked to create a multi-channel campaign using Cadillac’s new identity, and my own creative freedom on how this product was delivered to its customers.
This hypothetical project was pitched to GM FInancial and Cadillac Financial executives in August of 2022, and once again in October to be proposed as an actual product. As this is currently being developed into an actual product for the 2023 year, I am only allowed to post some of the assets that I initially presented from my Summer internship project at the moment.
With this being developed into a product aiming to launch at the end of 2023, there are only certain screens I can show, and those of which are from my initial internship pitch, that were later refined and pitched once again.
multi-channel vision
Originally looking at a 14-page pamphlet delivered to the customer 365 days away from their scheduled vehicle lease-end term, I went ahead and decided to extract information that was necessary for a customer to know at that time, and only keep that information. The goal in mind was to not only consolidate the number of pages being printed, but to then use the saved production costs to add on special printing techniques to embody what it means to be a luxury lessee of a Cadillac. This included a bellyband with a wax seal, embossed texture to the Cadillac Precision Pattern, as well as foil-pressed type covering the exterior.
Once again, with this being developed into a product aiming to launch at the end of 2023, there are only certain screens I can show, and those of which are from my initial internship pitch, that were later refined and pitched.