During my time at General Motors – Cadillac, I collaborated on the new brand strategy that reinforced Cadillac’s position as a symbol of luxury, innovation, and sophisticated design. The focus was on aligning product aesthetics with Cadillac’s heritage while incorporating modern, forward-thinking elements that resonate with an evolving consumer base. My role involved developing a material strategy that not only showcased the brand’s high-end appeal but also engaged consumers through tactile and visual experiences, elevating the brand's presence in the marketplace. We worked meticulously to create a cohesive narrative across all touchpoints, ensuring that every design element—from packaging to promotional materials—embodied Cadillac’s commitment to precision, quality, and luxury.