Global Rebranding of Audi

When Philipp Brune, Managing Director at Strichpunkt Design, invited me to join his team as a freelance Senior Art Director, I immediately accepted. Over the course of nine months, I contributed to Audi’s global brand rebranding — a comprehensive redesign spanning digital products, user interfaces, and print communication.
The project followed a digital-first approach, using the user interface as the core expression of the brand. Digital systems defined principles, behavior, and visual language — which were then consistently translated into print and other analog touchpoints.
This was not about updating visuals. It was about redefining how Audi’s brand works across media, platforms, and contexts — precise, reduced, and unmistakably Audi.

THE AIM
1. One Brand. One System. Across All Touchpoints.
To create a consistent and connected brand experience across all platforms and formats — from wearables, mobile applications, and in-car interfaces to print communication and physical media.
The interface became the starting point: behavior, motion, typography, spacing, and hierarchy were defined digitally and scaled across the entire brand ecosystem.

2. A Living Brand & Design System
To develop a living design system that goes far beyond a traditional style guide.
The system provides Audi teams worldwide with clear principles, tools, and guidance to create brand-consistent digital and print communication — scalable, flexible, and future-proof.
It enables teams to design interfaces, products, and content with confidence while maintaining a strong and coherent brand identity.

MY TASKS:
Defining brand, design, and interaction principles (digital-first) Concept and design of modular UI systems and components Creation of responsive interface layouts and templates Development of iconography and visual assets Design of brand and design-system documentation

Agency: Strichpunkt Design
Client: Audi AG
My Role: Freelance Senior Art Director / UX & UI

Results & Recognition
The rebranding received international recognition and multiple prestigious awards:
- Red Dot Award – Best of the Best
- Art Directors Club – 2× Silver Nail
- German Digital Award – Bronze
- Corporate Design Award