After the success of Kia’s 2018 Fleet and GDPR campaigns, Brandwidth was entrusted with managing the brand’s national eCRM activity. Given my strong involvement in Kia’s creative work up to that point, I was appointed to lead concept development and art direction across both fleet and consumer communications.

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My responsibilities included creating distinctive visual identities for new model launches — such as the Ceed, Sportage, Optima, and Stinger — ensuring each had a unique look while remaining cohesive within the overall brand system. These identities were then adapted across multiple digital touchpoints, including emails, banners, social media campaigns, and landing pages.

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I approached email design from an editorial perspective, developing bold, visually led layouts that showcased key model features and pushed the creative boundaries of standard eCRM design. For fleet and aftersales, I art directed vehicle photoshoots and built a consistent creative framework across print, social, and digital platforms. The overarching goal was to bring a human, relatable tone to Kia’s communications — positioning the brand as both aspirational and approachable.