Visual Identity
Social Strategy
Art Direction
Role
Art Director
Agency
Edelman
Year
2023
Hyundai Motor Group Innovation Centre (HMGICS)
With the opening of Singapore's first robotics smart factory by Hyundai, there is a need to develop a social strategy and visual identity for HMGICS (Hyundai Motor Group Innovation Center in Singapore). Currently, HMGICS lacks a clear social strategy and identity, which hinders its ability to drive awareness on social media platforms and its website.
Visual Identity
This includes developing a visually appealing and cohesive visual identity that reflects the values, mission, and unique offerings of HMGICS. These creative directions were designed for social and spans across the various content streams and always-on content.
Innovation and ingenuity is what Hyundai is made of
At Hyundai’s core, we are brimming with ideas and solutions to create revolutionary products and services for the future of mobility.
Just like how mankind is made of cells and molecules, this is what gives us our identity.
This is what sets Hyundai apart from the crowd.
Futuristic
Visionary
Tech-forward
Inspired by these three keywords,
it celebrates Hyundai’s core and let’s it shine.
Core of Innovation
We believe that we’re shaped by our core values and philosophy to create better products and services for mankind.
Molecules represents the brightest minds and ideas coming together at Hyundai to build a smarter, better future.
Forming of
Graphic Elements
Inspired by the movement of molecules, we’ve dissected the initial shape as it merges, simplifies, and extracts to reveal its core. This simplified shape is how these graphic elements came to be.
Graphic Elements
These graphic elements form a part of the visual system, used in harmony with the photographs to create harmony and a balanced imagery.
Usage of
Graphic Elements
These elements are applied when there is a product or feature to highlight. Which acts as a frame to bring attention and focus to the subject.
There are two ways to use the graphic elements to frame;
1. To draw attention to the subject and
2. To frame the headlines.
Using this system allows for a consistent, branded look that is easy to implement across.
Social-media samples
A series of social media samples based on the visual identity directions proposed. A visualization on how these creative directions will be applied to the posts.
Social-first campaign
To break through the noise, it’s essential that Hyundai generates buzz and excitement for the launch of the HM Innovation Centre.
Singapore is ranked the 7th most innovative country in the world*.
A thriving ecosystem coupled with a diverse talent pool for innovators to develop and trial new products in the region and beyond.
What if we built a community of leaders empowered to lead the charge towards the future of mobility?
*2022 Global Innovation Index (FII) released by the World Intellectual Property Organization (WIPO)
Drivers of
Singapore’s Future
A social activation to recognise promising innovators on National Day. We will invite them to an exclusive launch of the HM Innovation Center in September.
How it works
A social contest where we invite audiences to nominate someone who is leading the charge in sustainability innovation of their respective fields.
From technology to food and fashion, we’ll select 10 winners to be among the first to go behind the scenes of the HM Innovation Center.
This exclusive event will be filmed to be repurposed content for social.
Mechanics
Post a picture or video on IG Story of the innovator, tag @hyundai_innovation and add the hashtag #LeadTheCharge
Follow @hyundai_innovation
Hyundai will be announcing the winners on IG
The team behind
Art Director: Vivien Tan
Strategist: Jessa, Nisha
Copywriter: Azfryna
Head Producer: Jeth Heng