The code d’azur team was tasked to create a web experience that assisted Polestar in telling the story of the global shift in sustainable mobility that Polestar is spearheading. This responsive and dynamic conceptual design was created specifically for the US Market to create brand awareness and transparency on what Polestar values.
Making aNew
Client: Polestar | Role: Digital Designer
Information Architecture
The information architecture of the web experience needed to be clear and help tell the story of Polestar, since the team was tasked to create an engaging experience that invites viewers to watch each episode tailored to a specific pillar of Polestar’s ethos. In doing so, we would enable users to easily and seamlessly navigate from the title screens to each episode and it’s supporting content.
SEO Strategy
Traffic was directed to the Making aNew site via social media, ads, promotional modules and news on Polestar.com. We also had to accommodate for deep linking on every episode, so the user could be linked directly to the correlating episode of their interest, instead of only being able to land on the homepage.
Story Boarding
Something that made this project quite unique was the opportunity to work closely with a top notch video content team at the Wall Street Journal. At code, we storyboarded a through-line concept to introduce each title screen, and introduce the user to the video content in a compelling way. The flow of the overall website was designed for the user to feel like they are being pushed forward and moving toward the future of sustainable electric cars. How the team tied the videos together was by introducing the narrator of the story, Oscar Isaac in the title screens, and then used a z-depth motion animation to bring the user from the Macro level to the Mirco level of how Polestar is changing the world.
Sketches by Leon van den Berg & Tina Bozsik
Design Decisions
Since this project was a campaign site, but temporarily lives on Polestar’s main website, we walked a fine line as designers. We wanted to push the boundaries of the Polestar design system while still staying true to the main pillars of the brand’s Art Direction: imagery as a piece of art, decluttering the viewport, and design dictated by the users journey. With information for infographics that the Polestar brand had never tackled through design before, the team came up with innovative solutions for complex problems.
Jordi Romkema, Managing Director of code d’azur, USA | Priscilla de Gier, Design Director | Jeroen Thissen, Creative Director | Jason Mitton, Executive Producer, ATX | Fons, Executive Producer, AMS | Brittany Crocker, Lead UX Designer | Steven Lao, Lead UI Designer | Leeza Dennis, UX Writer | Leon van den Berg, Motion Designer | Rick Ootes, Lead Developer | Mark Ootes, Front End Developer | Christopher Martin, Front End Developer