Mirum

Mazda set a goal to elevate their brand and products to compete in the premium car market. Only challenge was they needed to define "Premium", so I teamed up with Mazda USA and helped defined and develop the "PRO" Principles: Premium. Real. Ownable. Turning a vision into application.

My role was to lead the teams to throughout the Strategy, UX, Visual Design and Development phases, driving brand equity and ensuring brand consistency across all digital touchpoints. The Mazda USA site has been specifically built to meet the changing needs of Mazda customers. Mirum’s strategy for Mazda USA was to better engage with customers throughout the car-buying and car-owning process, offering an enhanced user experience for premium customers and current owners.

Mirum repositioned the automobile brand’s online platform as a hyperintuitive user experience.

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