GMC Retail

Problem
‍The GMC retail team generates approximately a thousand digital assets each month. With limited time and limited designers, my team and I had to create up the most efficient with a way to deliver these assets to our clients. In 2023, with the introduction of new brand guidelines, we saw a perfect opportunity to rethink our processes. This led us to create an entirely new system aimed at increasing output without compromising design quality.

Solution
Using the GMC design standards and the Retail style guidelines as a base, we created a complex design system that does just that. Over a three-month period, our team used the power of Figma to develop an intricate series of components and library sets. This system helps create hundreds of cross platform digital assets that can be evolve as client requests come through on a monthly basis.

GMC Design Standards
The new GMC Standards were being set during the course of this project. I worked on and with the Brand team to finalize a set of standards for internal, GMC affiliate, and client use.

See in Progress Design Standards

GMC Retail Design Guidelines
During the process of setting the GMC Standards, the retail team realized that needed our own set of of detailed standards. I developed guidelines that that broke down our specific offers and rules.

See Retail Design Guidelines

Retail Design System
Using Figma, we developed a complex design system that addressed our biggest issues. Accuracy, efficiency, and cohesion. Using both the GMC Standards and Retail Guidelines, we create a set of image, headline, offer, and disclaimer libraries as well as component and template files that all led to export pages. This system ensured that any designer on the team could create assets that aligned with our brand standards quickly.

See Retail Information Architecture

* Our working files are not public. Please contact directly for a more detailed overview *

Retail Social Content
Social assets are made for most GMC vehicle and can sometimes include extra trim models. Digital social content is made for Instagram, Facebook, and Pinterest.

Retail Email and Website Promo Content
Email and web content changes on a monthly basis. Email assets include most GMC vehicles with rotating offers. Web content features both individual and pack vehicle offers with select lead offers.

Retail OLA Content
Online OLA content is created for most GMC vehicles at various sizes. Every month has rotating lead offers.

Dealers Website Choice Content
400 to 600 individual GMC dealers choice assets are created every month. This digital content is used on GMC/Buick dealers webpages and feature every available vehicle with every available trim. Dealers can choose which offers they want to feature and any given time of the month with the library we provide.

Regional Retail
Another 400 to 600 individual assets are created for regional specific web requests. These request might contain special offer requests, vehicle inventory, or legal requirements that don't fit into the the regular dealers choice category.