KIM
Eindhoven
NL
Novo
Agency
AKQA
Project
Brand Refresh
Year
2022
Senior Art Director
What I did
Creative Direction
Brand Design System
Brand Guidelines
Art Direction
Graphic Design
The Novo brand refresh aims to develop a visual design system that authentically connects with Gen Z drivers. The photography direction draws inspiration from natural light and street settings, steering clear of artificial or overly art-directed aesthetics to highlight real, relatable moments. This is paired with a graphic language of hand-drawn doodles, adding playfulness and personalization. Together, these elements set Novo apart from traditional, formal competitors by presenting a brand that feels approachable, human, and unmistakably aligned with Gen Z values.