VOLKSWAGEN NEXT
Role: Senior Art Director (Program Branding, Campaign Design, POS & Digital Assets)
Agency: VMLY&R / Geometry
Scope: Brand identity, program naming, logo lockup, look & feel, short-form copy system, service-center POS, CRM, social and digital templates
Volkswagen needed a unifying brand system for a new loyalty initiative aimed at retaining existing owners by bridging service visits into sales opportunities. I helped create the identity for VW Next — a program that lives inside dealerships and across digital channels, designed to keep Volkswagen drivers in the family when they’re ready for what’s next.
EASTER EGG
We set out to create a distinct identity for VW Next using familiar elements from the Volkswagen master brand. The logo builds from VW’s existing typeface and color palette, with a subtle creative twist — pulling the “X” shape directly from the negative space of the VW mark. It’s a small easter egg that visually connects the new program back to its parent brand while symbolizing progress and what comes next.
The hierarchy intentionally highlights the “X” in VW Light Blue, emphasizing that connection and creating a visual anchor within the wordmark. The result is a thoughtful balance of design and strategy — something unmistakably VW, but forward-looking in every sense.
THE CHALLENGE
The ask was to create a complete “branding bundle” — name, look, and messaging system — that could be distributed on AdLab for dealer use nationwide. It had to flex across dealership environments, digital CRM, and future integrations while remaining simple enough for local teams to adopt and scale. The challenge was balancing national brand consistency with regional flexibility.
THE WORK
The resulting identity, VW Next, was built around a simple idea: when life changes, your Volkswagen should evolve with you. The creative language celebrated the customer journey — from first drive to next chapter — using warm gradients, approachable photography, and clean typography.
I developed the visual lockup, messaging platform, and a complete dealer toolkit including wall posters, table tents, stanchion signs, window clings, and customizable digital and CRM assets. Each touchpoint encouraged service-lane customers to consider an upgrade by highlighting triggers like new technology, family changes, or EV innovation.
The campaign included social carousels, digital link ads, and templated CRM emails, all designed to be locally editable while maintaining the master brand tone. Every element was uploaded to AdLab for easy dealer customization and rollout across 61 California dealerships during the initial pilot.
MY ROLE
I helped shape the brand identity, design the core key visuals, and extend the look-and-feel across POS and digital environments. Working closely with strategy and production partners, I ensured the system could flex across print, digital, and CRM without breaking consistency. I also refined the copy hierarchy and layout standards that guided dealer use — creating a modular, scalable toolkit ready for national expansion.
OUTCOME
VW Next launched successfully across pilot markets, giving Volkswagen dealers a flexible, unified way to communicate loyalty offers. The system was later adapted for digital, CRM, and showroom use nationwide — strengthening retention, simplifying dealer marketing, and establishing a clear, modern bridge between service and sales.