Cruise: Brand, Product
& Platform Design

Overview

During Cruise’s first commercial launch in 2021, I led key brand and product initiatives that helped define the company’s public-facing experience—from digital interfaces to marketing touchpoints.

Approach

I designed 300+ real-time Lottie animations and illustrations for the mobile app and in-car UI, and led the redesign of cruise.com. I also art directed launch videos including Cruise: How to Ride and the Cruise Origin demo. My north star as the conduit between product and marketing was to translates complex tech into clear, approachable narratives.

Impact

The work established a cohesive visual system across product, marketing, and brand The visual system supported Cruise’s shift from R&D to public rollout and reinforced its position as a key player in autonomous mobility.