A leading luxury automotive manufacturer was preparing the global launch of a new ultra-premium sub-brand. Marketing and insights teams needed a digital platform to carry this strategy into their day-to-day work: align regions, keep teams updated, and help them activate the brand for the right people in the right places.

The source material was a massive, carefully crafted PPT universe. It held audience definitions, regional nuances, strategic pillars and signals, all arranged for linear presentation in workshops. None of it was structured for a digital product where users expect direct access, free navigation and clear hierarchy.

My responsibility was to define the platform vision and creative direction, and to build the information architecture that would turn this strategic content into a usable product.

The existing materials depended on a strict, slide-by-slide story. That format works in a workshop but breaks down when a regional lead wants to quickly answer questions like “What does this audience look like in South Korea?” or “Which signals sit behind this value?”.

If the platform simply mirrored the PPT, global teams would be stuck scrolling through someone else’s narrative instead of using the tool to support their own decisions. The platform needed to support non-linear exploration, fast retrieval of specific information and a clear sense of where users were in the content universe.

At the same time, the audience segment was defined by discreet luxury: no loud branding, no “dashboard noise”, just calm, confident quality. The experience had to reflect that while still handling a very high level of complexity.

I treated the work as a content system problem first and an interface problem second. The first step was to unpack the PPT logic in front of the core stakeholders and rebuild it as a set of product capabilities, content types and navigation patterns.

I ran information architecture workshops with the strategy and insights leads to map their strategy documents into a digital structure. We complemented this with a user-stories session focused on the main internal users: global marketing leads, regional strategy teams and local market specialists.

Together we defined the key flows these users needed: understanding the audience at a glance, drilling into regional nuances, connecting signals to strategic pillars and sharing relevant stories with their teams.

1. Replace linear narrative with modular navigation.

Instead of reproducing the slide order, we reorganised content into modules: audience overview, regional nuances, stories, signals and tools. Each module could be accessed directly, searched, filtered and linked to from elsewhere in the platform.

This required new labels, new hierarchy and new relationships between items. It also required accepting that some of the PPT story flow would be lost, in exchange for a tool that people could actually use day to day.

2. Design for depth while keeping the surface calm.

The platform had to support several levels of depth: global audience, regional variants, local signals and individual stories. I defined a structure where users could go deep without losing orientation, using consistent section patterns and clear “back to overview” anchors.

3. Treat responsiveness as part of the information design.

Slides assume a fixed canvas and a known reading order. A responsive layout does not. I worked with the team to redefine hierarchies so they would hold up on fluid layouts, especially on large monitors in offices and standard laptops in the field.

The interface drew on cues from automotive UI and interior design: discreet lighting, layered surfaces, and controls that feel precise rather than playful. The system also adapted to content context, changing emphasis and colour tone depending on which part of the audience universe users were exploring.

We aligned around three design principles:

Empowering Serenity.

A powerful tool that stays out of the way. Visual clarity, minimal chrome and content that breathes. Controls appear only when needed so marketing leads can focus on the insight in front of them.

Enchanting Atmosphere.

Carefully crafted details, subtle transitions and restrained motion. The experience feels premium and composed, more like a high-end editorial environment than a BI tool.

Luxurious Comfort.

Ergonomic reading experience, strong typographic hierarchy and layouts that adapt to different work contexts without visual stress.

The work was less about individual screens and more about how the system would behave over time as new content and markets were added.

I treated each content type as a reusable object with consistent behaviour: how it appears in navigation, how it relates to other objects and how it surfaces in search and filters. This allowed strategy teams to imagine future use cases without needing a new layout each time.

The combination of IA workshops, user stories and design principles created a shared mental model for the product. That model outlives any specific visual expression and gives the client a way to evolve the platform without losing coherence.

I handed over the creative direction, information architecture and key interface concepts before leaving the consultancy.

The work achieved three concrete results for the client and internal team:

• Provided a clear, product-ready structure for a highly complex strategic universe.
• Gave global stakeholders a shared language for how the platform should look, feel and behave.
• Reassured the client that a non-digital-native consultancy could handle a multi-year digital product initiative.

Brand, visuals and audience details adjusted for confidentiality.