Kaylee Van Hise
Bulldog
/23
The Challenge
Canoo’s initiative to segment its brand into distinct sub-brands—including the flagship Bulldog—required more than just creative direction. We needed to develop compelling, cohesive identities that spoke to diverse demographics, echoing the approach of established automakers like Ford with the Bronco and Mustang. On top of that, the project demanded a rapid yet engaging way to build, deploy, and present our comprehensive brand guidelines proposal directly to the CEO—far more dynamic than a traditional PowerPoint.
Process
We conducted comprehensive studies to understand our audience's preferences, financial capabilities, and lifestyle needs.
Working closely with the brand director, we conceptualized the visual and thematic elements of each sub-brand.
Leveraging Figma, I created immersive, interactive brand guidelines that narrated the story, logo design, color schemes, typography, and practical applications for each sub-brand.
Solution
To address these challenges, I turned to Figma to create a fully interactive brand guidelines document. This platform enabled seamless collaboration with the brand team and allowed us to iterate quickly on our visual and narrative concepts. The Figma guidelines not only encapsulated the story, logo, color palette, typography, and real-world use cases for each sub-brand, but also offered an engaging, clickable experience that could be presented directly to the CEO without the need for built-out web pages.
Outcome
The interactive brand guidelines received enthusiastic approval from the CEO. Although Canoo went bankrupt before the rebrand campaign could be launched, I'm proud of this project as a testament to innovative, agile brand development under challenging circumstances.