Client: Range Rover Launch Event
Agency Imagination
Project: VIP Website + RFID Experience
Role: Senior UI Designer
Background:
The All-New Range Rover was revealed to the world at an all-star, dramatic event held at
The Royal Ballet School in Richmond, London.
All VIP guest (high level clients and celebrities) were issued with RFID cards that contained a personalised registration number for this event only. RFID touch-points & feedback screens were placed around the venue space. Each touch-point had a specific piece of content relating to the history of the bend, the design of the vehicle, luxury and personalisation options.
I generated creative concepts (that the final design is based on) to help form the overall design aesthetic that would be the basis for all digital components of the event. I began by researching the brand and existing brand assets of the new Range Rover. From here, I experiments with layout ideas and typography.
Design:
The introductory gallery at the top of the page shows a view of the design across devices. Part of the event included RFID instillations; the RFID card would unlock exclusive content that was only accessible to the ‘VIP Key Holders’ of the card. After the event guests can log on to the post-event website to see the exclusive content and see photos and videos of the the event launch itself.
Below is an example of one of the RFID touch-points and sample videos.
An example of one of the RFID instillations.
An example of the RFID video content.
Concepts:
To appreciate the final version, it is important to see the development of concepts that helped to shape the final design. Below are some initial image and typographical experiments that contributed to the final art direction.
Initial exploratory designs.
Outcome:
The launch event was a tremendous success with a huge amount of media coverage from the mainstream media as well as on social media platforms. The digital touch points during the event received great interest and the post show website met expected levels of traffic and dwell time.
*Website metrics not available.
