Volvo Polestar is an exclusive series of cars tuned by Polestar—Volvo Cars’ Performance Brand. They are sold in a limited number and represent the créme de la créme of Performance.
As the Visual Designer on this project I was in charge of the design direction. This meant that I got the opportunity to not only define the visual direction but also direct assisting designers overseas and freelancers in-house. I guided them in their work and gave them necessary feedback to ensure that the design aligned with the system in place.
“He handled it greatly and the implementation was a great success” — Performance Review at R/GA
The Polestar Campaign page
The campaign page is the entry point for both the Polestar campaign and vehicles. I directed the visual design and introduced two new modules: A Soundcloud and a ”Story Stream” module.
The Design Direction
In the beginning of the Polestar project I was asked to put together a suggestion based off of work I was currently doing on other product pages. This experience helped me understand where the Polestar project “fits” visually in comparison to generic product pages. Since the Polestar cars are not just “any car”, they required something different.
On our exclusive and intriguing Concept Cars section we use a black theme—could that perhaps be the kind of “different” we're looking for? To get a feel for it I applied it to the Polestar page. After presenting it, both the team and the client appreciated it and agreed that this was the direction we should move forward with.
The Soundcloud Module
To communicate the performance of Polestar the client was interested in integrating the sound of one of their engines. I suggested that we look into what customisations Soundcloud offers for their embedded players.
It was crucial that the player supported enough customisation and was subtly branded to fit within the volvocars.com eco system.
The Polestar product pages
The vehicles in the Polestar series are presented in detail on their own product page, following the same system promoting their exterior features and performance differences.
Ordering your Polestar
A crucial part of the Polestar pages was the Order flow. To avoid the sharp contrast of white text on black, we used a lighter shade of grey that helps paragraphs mellow down.
Overview of the Order flow.
Designed to be intrigueful, for the times where the regular menu lacks the necessary punch and you want to display an overview of similar yet different cars.
The different states of the navigation module.
Story Stream module
A big part of the Polestar campaign was presenting key mentions of Polestar, the campaign and their cars. This was managed through the tool StoryStream, from where we fetched social media data. I designed the module used for presenting this.