Melodie Hoke
Melodie Hoke | Design & Art Direction
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Mercedes-Benz X-Class Launch

Mercedes-Benz X-Class Launch

Role: concept, art direction, design Agency: Your Favourite Story Credits: Developer: Leo Kyrkos | Creative director: James Green | Copywriter: Krish Puri

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In 2018, Mercedes-Benz launched the only luxury pickup truck available in the EMEA market. For the launch of this exciting new vehicle, the strategy was to leverage the versatility and lifestyle appeal of the pickup, while still highlighting key technical features. As part of the launch, I designed this interactive experience to be displayed on touchscreen devices at Mercedes-Benz popups and showrooms. View the demo here.

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Below are sketches of two proposed user journeys. The journey on the left involved a separate page for each model line within the X-Class range, which we decided to streamline into one product page.

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In the video below, you can see people interacting with the digital experience as part of a larger pop-up showcase at Trafford Centre in Manchester (starts at 35 seconds).