— ROLE
Art Direction
Graphic Design
Campaign
The Brief
NIO is preparing to introduce the ET9 to the North American market as a premium luxury electric vehicle that redefines modern mobility. With its futuristic “Landjet” design, the ET9 blends advanced innovation, executive comfort, and high-performance engineering into one seamless experience.
The objective of this campaign is to position the ET9 not simply
as a car, but as a symbol of status, innovation, and the future
of luxury transportation.
Objectives
Create a visually striking print advertisement campaign that:
- - Introduces the NIO ET9 to the North American luxury market.
- - Establishes the ET9 as a futuristic luxury EV.
- - Highlights the “Landjet” design philosophy.
- - Appeals to affluent consumers seeking innovation, exclusivity, and elevated lifestyle experiences.
- - Builds awareness and aspiration around the NIO brand.
Audience Profiles
- - High-income individuals aged 30–55.
- Early adopters of premium technology
- - Luxury-focused consumers who value innovation
- - Individuals interested in executive lifestyle, performance,
- and future-forward design.
- - Builds awareness and aspiration around the NIO brand.
Ideation Phase
Before arriving at the final campaign direction for the NIO ET9, multiple visual and slogan ideas were explored through sketches and slogan development.
This phase tested different ways to express innovation, luxury, and a futuristic identity. The strongest direction was then selected and refined into a cohesive final campaign
First Drafts
I explored various layouts and combinations after my initial sketches
to figure out what works and what doesn’t.
After a few iterations, I realized that the design being too busy is really distracting from the main story, although the product is still the main focus but it was getting lost in the noise.
Final Iteration
I opted to cut out the noise and let the main product be in a space where it can tell its story without any distractions from the background and other elements.
Experiential Marketing
The Nio brand already had an existing concept called the Nio House, taking into consideration the aesthetics and high profile design of their existing Nio house space I used that idea to lay the foundation for what the look and feel of the experiential marketing showroom should be.
I was able to create a premium experiential showroom concept for the NIO ET9, designed to immerse high-income consumers in a minimalist, futuristic environment. Beyond showcasing the vehicle, the showroom was envisioned as a curated social and networking destination where like-minded individuals could connect, exchange ideas, and build meaningful relationships.
By blending luxury automotive experiences with exclusive networking opportunities, the space transformed the traditional showroom model into a community-driven hub. As a result, visitors would leave not only with a deeper connection to the NIO ET9, but also with access to a valuable network of peers who share similar lifestyles, ambitions, and interests an experience made possible through the experiential showroom concept.
Initially AI-generated and later refined, the space uses elements from the campaign to reinforce the theme of the campaign and reinforce its identity as a forward-thinking luxury product.
Out-Of-Home Advertising
The result was a clean design that doesn't just satisfy design and the brief requirements but also met the expectations of the client and told a story of class, luxury and innovation.