A red Cadillac CTS-V sedan parked on the street with driver's door open. A person is standing outside next to the door.

Cadillac Rebrand

challenge

younger luxury buyers weren’t buying into the legacy

Despite a rich legacy and fresh product innovations, Cadillac was struggling to connect with younger luxury consumers. To re-establish it as a modern symbol of American achievement, we needed more than a new logo—we needed to reimagine how the brand showed up across every channel and consumer interaction.

solution

one bold, modern brand voice at every touchpoint

Branding isn’t just what you say to consumers—it’s how you engage them. With that mindset, I built and led a cross-functional creative team to transform every Cadillac touchpoint. From CRM to site, product photography to social, we created work that spoke in one voice and behaved like a modern luxury brand across the full consumer journey.

my role
Creative lead responsible for setting the creative vision and building the team from the ground up. I hired, structured, mentored, and worked shoulder-to-shoulder with a fully integrated, cross-discipline creative team.

results at a glance

a foundational shift for an iconic brand

  • Refreshed and elevated creative across all consumer touchpoints (1000+ deliverables)

  • Boost in Buzz and Purchase Consideration among 35–49 demo (YouGov BrandIndex)

  • 5.2% increase in global sales (GM Authority)

  • Ranked top 6 in brand quality perception (Consumer Reports)

how it came to life

new look. one voice.

We revitalized Cadillac’s visual identity with a more premium, optimistic aesthetic using a lighter palette, refined typography, cinematic photography, and Mondrian-inspired layouts.

A more confident, clever tone of voice was rolled out across every channel—ensuring the brand spoke consistently and compellingly at every touchpoint.

This work created a cohesive and elevated brand experience that reflected Cadillac’s reemergence as a modern, world-class luxury brand.

Cadillac logo with a crest and script text
Website homepage for Cadillac showcasing various models including 2015 ELR and ATS Coupe with navigation menu at the top and multiple car images.
Collage of Cadillac advertisements featuring various models, including 2014 ELR Coupe, 2015 Escalade, 2014 ATS, and 2014 CTS Sedan. Each ad highlights different features and slogans, with Cadillac logos visible.
Cadillac advertisement featuring a silver CTS Sedan with a person standing beside it. Text encourages visiting a dealer to experience the car. Includes Cadillac logo and navigation links at the top.
Six Cadillac car brochures featuring various models like Escalade, CTS, XTS, ATS Coupe, ATS Sedan, and SRX.
Collage of Cadillac car advertisements for 2014 CTS Sedan and 2015 Escalade.
Tablet screen displaying Cadillac emblem and logo, with images related to Cadillac branding and history, including "Remix Cadillac" and a hood ornament.

vehicle photography

bringing products to life

Collage of luxury Cadillac cars with well-dressed individuals and urban settings.
Collage of Cadillac cars and people, featuring various models, outdoor settings, and lifestyle scenes.

photography by Patrick Curet

To establish a lifestyle-forward aesthetic, we commissioned fashion photographer Patrick Curet to capture the full Cadillac vehicle line-up in aspirational, editorial-style moments. These images redefined Cadillac visually — infusing the brand with cultural relevance and cinematic style across digital, print, CRM, and social. The sophisticated, human-centered storytelling created emotional resonance with next gen of luxury buyers.

Car ramp jump stunt with white sedan on rooftop

smarter CRM

a personal touch

Email marketing workflow for Cadillac, showcasing progressively personalized email touches: Touch #1 focuses on product details, Touch #2 on building your own vehicle, Touch #3 on requesting a quote, and Touch #4 on locating a dealer. Each touchpoint includes images of Cadillac cars and engagement-driven actions.
Digital layout design for a Cadillac advertisement featuring placeholders for images and text blocks, including "Lorem Ipsum" text, call-to-action buttons, and pricing information.

dynamic content delivery system

We redesigned and developed Cadillac’s email program to function like a luxury concierge. Through a four-touch email journey personalized by user behavior, we delivered vehicle content tailored to where the consumer was in their journey—product storytelling, specs, offers, and timely nudges. This smart, modular CRM system improved engagement, simplified delivery, and gave Cadillac a direct line to shoppers with dynamic utility and elevated design.

premium direct mail

To reimagine direct mail as a luxury brand moment, we created immersive physical experiences:

Animated image of a black Cadillac Escalade with "It's a date" text on top, showing rear view of the vehicle.

Escalade “Date Night”

A test-drive invitation sent with a $100 dining card — treating Escalade consumers like VIPs.

Cadillac brochure with car images and "Every Angle" text.

ELR “Origami”

A mailer that unfolded into a sculptural experience spotlighting the artistic design of Cadillac’s first electric vehicle.

social

trending at the speed of Cadillac

cultural content

Beyond implementing a new community management tone of voice, we brought Cadillac into cultural conversations with quick-turn, social-first content.

For the Oscars, we designed vintage movie posters during the live show, matching Cadillac vehicles to Best Picture nominees. On Record Store Day, we created a collector’s series of vinyl-inspired art — pairing nameplates with music genres. These timely, beautifully executed social pieces connected with our target’s interests during relevant moments in cultural.

Advertisements featuring a Cadillac SRX car with a rose design background and text "Technology gave it life. She gave it a heart."
Vintage-style poster promoting the ATS Coupe, featuring two images of the car in bold colors, with text highlighting performance specs and release date in late summer 2014.

impact

This wasn’t just a rebrand. It was a reintroduction — a chance to remind consumers what Cadillac stands for and what it could become. By elevating the brand’s presence across every consumer interaction, we helped Cadillac reestablish itself as a bold, modern expression of American luxury.

Core Team: