The future is now.
Technology is all around us. In our pockets, around our wrists and especially in our cars. OnStar is there on the cutting-edge with in-vehicle safety and entertainment and their mission to make every drive better than the last. To help keep them sharp, their brand had to look the part. The first step was to reimagine how they conducted CRM business. Clean graphics, smart writing and plenty of device-based imagery helped on the surface, but developing module-oriented libraries did the heavy lifting.
Smart. Like, modularly smart.
Every OnStar email is uniquely targeted to an individual based on vehicle and household data. To handle this, a style guide was developed along with uniquely-crafted module libraries. Headers, primaries, secondaries and footers all coming together using personalized data to build custom communications. It’s a system that puts OnStar ahead of the CRM curve so the curve will never catch up.
I love it when a plan comes together.
The module library is ready to fill with custom content and is built to reflect the clean nature of the OnStar logo. Primary modules often utilize an arch-shaped image window. Buttons have rounded ends. Typography and iconography harness circular curves and consistent stroke. At every turn the graphic appeal is meant give off a tech-forward feel.
OnStar never stops working to develop technology that can add simplicity, safety and excitement to every drive. This mantra is at the very center of the CRM rebrand.
Fit to print and leave an impression.
The OnStar CRM rebrand definitely did not leave out the printed word. Even the analog has been brought into the 21st century. Using the same fresh OnStar branded design, direct mail utilizes digital printing to create tailor-made communications for each unique customer. High speed presses and a vast wealth of data make is possible. QR codes are leveraged as well, to bridge the gap from paper to device.
