INDUSTRY:
ELECTRIC CAR
CLIENT:
KATE
EXPERIENCE:
VISUAL DIRECTION_ UX DESIGN
Brand Experience Revamping
Lead Product Designer - Visual Direction & UX
Visual Identity
Art Direction
Retro-Modern Aesthetic
E-commerce UX
Purchase Experience
Design–Marketing Alignment
About.
I supported the brand in the complete revamp of the visual identity of its iconic model. The goal was to reaffirm its core values: French manufacturing, the elegance of a vintage aesthetic, the car’s customizable nature, and the emotional evocation of summer memories on the French Riviera.
I designed a fresh and sunlit art direction, playing with natural textures, 1960s-inspired color palettes, and a visual universe that feels both retro and distinctly modern.
Beyond branding, we worked on the entire user journey – from the website to product discovery and the purchase experience – to ensure strong consistency and deep immersion into the brand's universe, with special care given to emotional resonance and ease of use.
The project also extended to a cross-channel acquisition strategy, connecting Instagram campaigns, trade shows, press events and B2B partnerships to a unified digital funnel, driving new leads directly to the website.
In parallel, we initiated a forward-looking UX research framework to anticipate the future of micro-mobility, mapping emerging user behaviors and UX workshop to define the features for the new urban micro car project.
Brand Experience Revamping
Lead Product Designer
Visual Direction & UX
Visual Identity
Art Direction
Retro-Modern Aesthetic
E-commerce UX
Purchase Experience
Design–Marketing Alignment
About.
I supported the brand in the complete revamp of the visual identity of its iconic model. The goal was to reaffirm its core values: French manufacturing, the elegance of a vintage aesthetic, the car’s customizable nature, and the emotional evocation of summer memories on the French Riviera.
I designed a fresh and sunlit art direction, playing with natural textures, 1960s-inspired color palettes, and a visual universe that feels both retro and distinctly modern.
Beyond branding, we worked on the entire user journey – from the website to product discovery and the purchase experience – to ensure strong consistency and deep immersion into the brand's universe, with special care given to emotional resonance and ease of use.
The project also extended to a cross-channel acquisition strategy, connecting Instagram campaigns, trade shows, press events and B2B partnerships to a unified digital funnel, driving new leads directly to the website.
In parallel, we initiated a forward-looking UX research framework to anticipate the future of micro-mobility, mapping emerging user behaviors and UX workshop to define the features for the new urban micro car project.
Brand Experience
Revamping
Lead Product Designer
Visual Direction & UX
Visual Identity
Art Direction
Retro-Modern Aesthetic
E-commerce UX
Purchase Experience
Design–Marketing Alignment
About.
I supported the brand in the complete revamp of the visual identity of its iconic model. The goal was to reaffirm its core values: French manufacturing, the elegance of a vintage aesthetic, the car’s customizable nature, and the emotional evocation of summer memories on the French Riviera.
I designed a fresh and sunlit art direction, playing with natural textures, 1960s-inspired color palettes, and a visual universe that feels both retro and distinctly modern.
Beyond branding, we worked on the entire user journey – from the website to product discovery and the purchase experience – to ensure strong consistency and deep immersion into the brand's universe, with special care given to emotional resonance and ease of use.
The project also extended to a cross-channel acquisition strategy, connecting Instagram campaigns, trade shows, press events and B2B partnerships to a unified digital funnel, driving new leads directly to the website.
In parallel, we initiated a forward-looking UX research framework to anticipate the future of micro-mobility, mapping emerging user behaviors and UX workshop to define the features for the new urban micro car project.
Challenge.
Resistance to change
Introducing modern methods into a traditional industry requires convincing teams unfamiliar with agile practices and user-centered design.Digitizing the purchasing journey
Rethinking the car buying experience to make it smooth, emotional, and reassuring online, while preserving the value of physical interaction.Creating a unique user experience
Delivering a memorable and distinctive experience that strengthens brand attachment through personalization and strong storytelling.Translating brand values to a new model
Adapting the brand’s DNA to a more urban and accessible vehicle, while appealing to a new audience with its own expectations.Cross-team alignment
Encouraging collaboration between design, tech, and marketing around a shared product vision, supported by clear tools and processes.Shaping the future of urban micro-mobility: initiated a forward-looking UX research framework mapping emerging user behaviors and ran UX workshops to define the core features of the new urban micro-car project K1. Aligning creative and strategic alignment between Kate's three founders and integrating the strong design intention of renowned designer Benoît Tellec from Ravage Studio.
Result.
CrossChannel Acquisition
& Lead GenerationNew leads generated via digital redirections
→ Marketing / Analytics :UTM tracking across instagram campaigns, trade shows, press events and B2B partnerships redirecting to the website.Personalization Engagement & Purchase Intent
Configurator-to-lead conversion rate — tracking users from product customization to quote request, contact form, or dealer appointment.
UX Research & Future Mobility Exploration
Delivery of a structured exploration framework covering: emerging user behaviors, human-machine interaction patterns, connectivity expectations, and future use case scenarios for the micro-car.
Challenge.
Resistance to change
Introducing modern methods into a traditional industry requires convincing teams unfamiliar with agile practices and user-centered design.Digitizing the purchasing journey
Rethinking the car buying experience to make it smooth, emotional, and reassuring online, while preserving the value of physical interaction.Creating a unique user experience
Delivering a memorable and distinctive experience that strengthens brand attachment through personalization and strong storytelling.Translating brand values to a new model
Adapting the brand’s DNA to a more urban and accessible vehicle, while appealing to a new audience with its own expectations.Cross-team alignment
Encouraging collaboration between design, tech, and marketing around a shared product vision, supported by clear tools and processes.Shaping the future of urban micro-mobility: initiated a forward-looking UX research framework mapping emerging user behaviors and ran UX workshops to define the core features of the new urban micro-car project K1. Aligning creative and strategic alignment between Kate's three founders and integrating the strong design intention of renowned designer Benoît Tellec from Ravage Studio.
Result.
Cross Channel Acquisition & Lead Generation
New leads generated via digital redirections
→ Marketing / Analytics :UTM tracking across instagram campaigns, trade shows, press events and B2B partnerships redirecting to the website.Personalization Engagement & Purchase Intent
Configurator-to-lead conversion rate — tracking users from product customization to quote request, contact form, or dealer appointment.
UX Research & Future Mobility Exploration
Delivery of a structured exploration framework covering: emerging user behaviors, human-machine interaction patterns, connectivity expectations, and future use case scenarios for the micro-car.
Challenge.
Resistance to change
Introducing modern methods into a traditional industry requires convincing teams unfamiliar with agile practices and user-centered design.Digitizing the purchasing journey
Rethinking the car buying experience to make it smooth, emotional, and reassuring online, while preserving the value of physical interaction.Creating a unique user experience
Delivering a memorable and distinctive experience that strengthens brand attachment through personalization and strong storytelling.Translating brand values to a new model
Adapting the brand’s DNA to a more urban and accessible vehicle, while appealing to a new audience with its own expectations.Cross-team alignment
Encouraging collaboration between design, tech, and marketing around a shared product vision, supported by clear tools and processes.Shaping the future of urban micro-mobility: initiated a forward-looking UX research framework mapping emerging user behaviors and ran UX workshops to define the core features of the new urban micro-car project K1. Aligning creative and strategic alignment between Kate's three founders and integrating the strong design intention of renowned designer Benoît Tellec from Ravage Studio.
Result.
Cross Channel Acquisition
& Lead GenerationNew leads generated via digital redirections
→ Marketing / Analytics :UTM tracking across instagram campaigns, trade shows, press events and B2B partnerships redirecting to the website.Personalization Engagement & Purchase Intent
Configurator-to-lead conversion rate — tracking users from product customization to quote request, contact form, or dealer appointment.
UX Research & Future Mobility Exploration
Delivery of a structured exploration framework covering: emerging user behaviors, human-machine interaction patterns, connectivity expectations, and future use case scenarios for the micro-car.
"Murielle has a remarkable ability to transform even the most abstract or evolving ideas into clear, impactful creative concepts. Working with tight deadlines and budget constraints, she consistently delivered high-quality proposals that respected the brand's vision. She's sharp, proactive, and a true creative partner - a real asset to any team."
Michaela Garito
Chief Marketing Officer
Chief Marketing Officer
