Mazda USA

Driving Matters


Injecting new life into the Mazda Brand

Role: Executive Design Director, Designer, Wrestler


Mazda set a goal to elevate their brand and products to compete in the premium car market. Only problem, they couldn't define "Premium". So we defined it for them and developed the "PRO" Principles: Premium. Real. Ownable. Turning a vision into application.

The site has been specifically built to meet the changing needs of Mazda customers. Mazda’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.

Mazda USA

Made at Mirum San Diego

Mazda Global Digital Style Guide


Webbys 2017 Automobile Site of the Year

Communication Arts

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