Kia had a perception problem. Known as a budget-friendly choice, the brand struggled to connect with younger, style-conscious drivers. They wanted to be seen not as the practical option — but as the exciting choice.The question: How might we reposition Kia to spark desire, not just comparison shopping?

What we did

We set out to create a digital experience that felt nothing like the old Kia.
Our approach was built around one big assumption:
If we design a bold, flexible digital platform with content that speaks to modern lifestyles, we can change how people see the brand — and who sees it at all.

We designed a system that was:

• 🚗 Aspirational – built for storytelling, not just specs
• 📱 Dynamic – flexible enough to evolve with product launches and market shifts
• 🎨 Immersive – focused on lifestyle, not just vehicles
• 👥 Audience-first – tailored to resonate with a younger, more expressive demographic

We rethought everything from navigation to visual hierarchy — shifting the focus from traditional car marketing to emotional cues, curated content, and aspirational narratives.

Results

• 📈 Increased engagement across digital channels
• 🚀 Higher interest and conversion rates among younger buyers
• 🎯 A noticeable shift in brand perception toward modern and desirable
• 🧱 A flexible design framework now used across campaigns and platforms

Behind the scenes

I helped lead the repositioning strategy and digital framework design and hands on leadership creative vision with UX delivery, while keeping Kia’s new brand promise front and centre. This project showed me that brand perception is earned through experience, not advertising — and that with the right digital expression, even a value brand can feel premium.