Cruise
The first self-driving service car wanted a fresh look that reflected its bold, elevated, and light personality. I helped redesign their web experience, applying their brand colors across reusable modules that maintained a cohesive feel while avoiding repetition, creating a dynamic and engaging web presence
I designed a series of high-fidelity web interfaces that prioritize clarity and user flow. By utilizing a dark-mode aesthetic punctuated by the brand’s signature poppy orange, I created a high-contrast environment that feels both futuristic and trustworthy.
Beyond the web, I ensured the visual language scaled across all touchpoints, from the recruitment pages ("Great tech by great people") to the "Get Cruise" promotional assets and vehicle decals. This created a unified brand voice that bridges the gap between digital interaction and physical service.
The Result
The final redesign successfully positioned Cruise not just as a technology company, but as a sophisticated lifestyle service. The result is an engaging, accessible web presence that simplifies the complexity of self-driving technology for the everyday user.
