DONGFENG electric car brand
As the Design Lead for the electric car brand Dongfeng, I manage all visual and brand communication as we introduce the brand to the Scandinavian market. Dongfeng is a vibrant city car made for ambitious individuals who value comfort, vibrancy and agility. I shape the brand to connect with its audience while maintaining a strong, consistent identity. From digital campaigns to print materials, social media, car graphics, and dealership assets, I create and oversee all design work to support a bold and energetic brand presence.
Role
Design Lead, Visual Specialist
Client
ElectricWay - Dongfeng
Year
2024, 2025
PROBLEMS:
Before I stepped in, large amounts of time and budget had been spent on external design support, but the brand remained undefined and lacked a clear direction.
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The branding was dull and outdated, using grey and red tones that did not reflect the colorful, energetic, and youthful nature of the cars
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The brand had no adaptation for the Scandinavian market and did not align with the lifestyle the vehicles were designed to support
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Visual identity and design output were inconsistent due to the absence of a clear direction, brand system, or guidelines
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Asset availability was very limited, with too few photos and incomplete coverage of the full car color range
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There were no templates, structured processes, or task management systems, which led to slow production and unclear ownership of tasks
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Dealers had little to no visual support and lacked access to usable materials for local promotion or adaptation
SOLUTIONS:
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Defined and introduced a new visual identity that reflects the fun, youthful, and urban spirit of Dongfeng BOX
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Built a complete library of assets, templates, and brand guidelines, accessible to all team members to enable fast and consistent production
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Made the library accessible to the full team, reducing dependency and improving efficiency
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Created new visual content using a mix of AI tools, Photoshop for photo editing, Illustrator for asset generation, and After Effects for videos and animations
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Set up a structured workflow and task system to streamline production and improve clarity, established smooth collaboration with the marketing team
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Delivered ready-to-use marketing materials to partner dealerships
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Created visuals across digital, print, display ads, banners, , showroom graphics, event materials, and more
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Secured a consistent and energetic brand presence across all channels
I’ve built design libraries and workflows that save time, ensure consistency, and make high-quality assets easily accessible to everyone involved.
I have created a wide range of marketing materials for Dongfeng, including online ads in multiple formats, display ads for outdoor use, banners for dealerships, social media content, printed press ads, and posters for events. Each piece is designed to capture attention quickly while staying true to the brand’s energetic and colorful identity.
I team up with marketing to produce all visuals needed to build Dongfeng's presence in Scandinavia. I also deliver custom materials to dealerships, helping them attract and engage local buyers.
What I greatly enjoy, is creating design systems and workflows that speed up production, keep visuals consistent, and give teams quick access to all assets.
The work includes creating materials for all ads and campaigns, including holiday-themed visuals for occasions like Easter, Christmas, and Valentine’s Day.
I choose to combine knowledge of AI tools, Adobe Photoshop, Illustrator, and After Effects to produce videos and animations.
I also design owner manuals for Dongfeng cars with clear layout, consistent branding, and print-ready output. Additionally, I create large-scale visuals for events and showrooms to deliver a bold and cohesive brand experience.
