Hyundai USA
Hyundai USA’s website is designed and managed by Innocean USA.
Since 2018, I’ve been working on the launch of the redesigned Hyundai website. I started this work helping to sell the new site design by creating motion graphics that showed the potential interactions of a new site in presentations to Hyundai Executives around the world. While Accenture was hired to do the redesign, our internal team was making updates to 1.0 to assist in the transition. I also worked on providing creative direction on assets to the Accenture team or, in some cases, created the asset. Once 2.0 was complete, we began flowing content into the new website design.
My Role
I work with a copywriter, UX, and my creative director to answer client requests to create new pages, update existing pages, create new components, and customize content for HyundaiUSA.com.
Internally, I increased efficiency and productively by developing a design system in Sketch for the Hyundai website. I tested and improved the system based on feedback from my team.
Responsibilities
User Interface
Iconography Design
Motion Graphics
Art Direction
CG Art Direction
Hyundai Kona is a subcompact crossover SUV with all-wheel drive. To highlight this unique feature, we created an animation that shows the benefit of all-wheel drive in winter, spring, summer, and fall. I worked closely with my Creative Director and in-house developer to create a proof of concept for our client and reference for the CG agency. We worked closely with the CG agency to create a realistic Kona driving through the elements!
Website Updates
A majority of the work for HyundaiUSA.com is updating the content on the Homepage, creating new Model Pages and updating content or creating or improving components. I have 30+ projects to choose from, so below is a smattering just a few.
Below is a Model year page I created using a library of components, Images, and copy to tell the sporty story of the Elantra GT.
250+ Custom Icons
I created over 250+ icons for HyundaiUSA.com. Each icon in the set below depict a feature of a Hyundai Vehicle.
Homepage Hero Breakpoint Refinements
Worked on refining the homepage hero by defining device-specific breakpoints, adjusting logo proportions for better hierarchy, and establishing safe-area guidelines that ensured images and messaging rendered cleanly across all screen sizes.
Screenshot of break-point deep-dive
Pixel Perfect Hand-Off
Across each project, I took a detail-oriented approach to ensure every component behaved correctly across devices and aligned with system standards. I worked closely with developers throughout the process clarifying edge cases, refining responsive rules, and preparing clean, annotated files to streamline handoff. This collaborative workflow helped reduce friction in implementation, improve design accuracy in build, and ensure that final experiences matched the intended visual and UX direction.
Sketch Components
Our team was running into consistency issues because each designer was using a different set of assets. To fix this, I created a unified Sketch component library (built before cloud sharing or responsive auto layout tools existed) with clear notes and usage guidelines. It quickly became our shared source of truth, improving consistency, reducing mistakes, and making our workflow faster and more efficient.
