GM Rewards Card - Rebrand

THE IDEA
The GM Rewards Card project was part of GM’s larger rebranding effort, focusing on revitalizing the marketing pages and creating a unified, visually engaging user experience. This included designing custom vector icons tailored to each GM brand and expanding the design systems developed for the GM account login process to enhance the GM Rewards section. The rebrand required meticulous attention to detail to ensure alignment with GM’s newly refreshed visual identity across all five GM brands.

MY ROLE
As a Senior Designer, I was part of the design team that worked closely to achieve the rebranding objectives across all five GM brands. My responsibilities included overseeing the visual design of the marketing pages, creating custom iconography for each GM brand, and ensuring that our designs were consistent with GM’s updated identity. Additionally, I contributed to the development of the custom vector icons suite, and I worked on expanding the design systems we developed for the GM account login process into the GM Rewards section, ensuring a cohesive user experience across the platform.

THE TOOLS
Adobe Creative Suite, Figma, Sketch

THE APPROACH

1. Unified Marketing Page Design
   • Collaborated with the design team to redesign and rebrand the layout and style of marketing pages, improving consistency and usability while maintaining each brand’s unique identity.
   • Ensured the overall design framework adhered to GM’s updated visual identity guidelines, creating a seamless experience across all platforms.
2. Custom Vector Icons
   • Worked with contractors to design and develop a suite of custom vector icons tailored to each GM brand, reinforcing brand recognition and visual storytelling.
   • Collaborated with developers to ensure the icons were integrated seamlessly into the new design system.
3. Expanding Design Systems for GM Rewards
   • Built upon the design elements from the GM account login process, such as icons, buttons, and UI components, and adapted them to the GM Rewards section.
   • Direction for creation of new custom iconography for the GM Rewards program, aligning it with GM’s refreshed visual style while introducing new visual elements to improve user engagement.

RESULTS

• Brand Consistency: The redesigned marketing pages provided a cohesive, polished experience that reinforced each GM brand’s identity while staying aligned with GM’s broader rebrand.
• Improved User Engagement: The custom vector icons significantly enhanced the visual storytelling for each brand’s page, increasing user interaction and reinforcing brand identity.
• Enhanced User Experience: By expanding the design systems from the GM account login process into the GM Rewards section, we ensured a consistent, intuitive user experience across all touchpoints.

CONCLUSION

The GM Rewards Card project was a critical part of GM’s rebranding effort, and my role as a Senior Designer contributed to creating a unified, user-friendly experience across all five GM brands. By designing custom iconography and expanding the design systems we developed for the GM account login into the GM Rewards section, I helped ensure the success of the project while maintaining GM’s refreshed visual identity throughout the platform.