smart is Mercedes Benz’s most joyous automotive line. We were tasked with refreshing the brand’s expression through whimsical visuals and messaging across all its platforms on a regular basis.
We maintained a monthly newsletter: ‘smart scoop’, along with a series of informative and vibrant sales emails. We also pushed a few web experiences for various bespoke situations. In an effort to step away from the traditional sales push, the focus was always to highlight the lifestyle of owning such a charming hyper-compact car. The visuals were meant to celebrate a quirky tone of voice that included limericks with billing statements, word problems and even a two-second screenplay.
Role: Art Direction, UI Design.
Agency: Razorfish
Challenge: To reimagine smartusa.com and create a playful landing page focusing on smart EQ, highlighting all its magic.
Challenge: Within the technical limitations of an email environment, create beautiful, immersive, and engaging email newsletters that are expressive, informative, and on-brand.
Starting in 2020, smart cars will no longer be sold in the US.
A new site was needed to make the announcement, to serve as a dedicated hub for owners to understand service options for their vehicles.