This project is to design a web page and multi-terminal visual system for LiAuto, aiming to jointly build the brand's temperament with the warm concept of family travel and the innovative experience of smart technology.
The design goal is to present the brand's brand characteristics of "creating a mobile home and creating a happy home" through systematic visual structure and product narrative.
The overall theme is "Family Smart Flagship SUV", integrating the intelligence of technology and the warmth of family, demonstrating the product layout and user value proposition of Li Auto as China's leading brand of new energy vehicles.
design challenge
Li Auto is not only an advocate of smart home travel, but also an innovative leader in extended-range electric technology. The design needs to achieve the following balance in the visual language: sense of technology × sense of family: it must not only reflect the cutting-edge technology of smart cockpits and autonomous driving, but also convey the warmth and companionship of a "mobile home"; sense of high-end × sense of affinity: it must maintain the quality and tone of a luxury brand, but also show friendliness and pragmatism for family users; sense of product × sense of life: it must not only continue the professional display of model parameters, but also integrate the resonance of real family travel scenes. The core challenge is - how to combine the intelligence of technology with the warmth of home in the design, so that the brand has both high-end quality and emotional resonance.
Strategy and philosophy
The project takes "intelligent technology·family happiness" as its core design concept. Visual philosophy: Based on the dual-line logic of "technology and family coexistence", it embodies the intelligence of the product and the warmth of life; Structural logic: adopts the high-end car brand layout system to organize product information in layers to form a multi-dimensional structure of "car model - configuration - experience - service"; color system: ideal silver gray + starry sky black + Pure white is the main color, supplemented by large pictures of car models and functional icons, symbolizing technology, quality and trust; graphic language: integrating car model renderings, smart cockpits, family scenes and technical illustrations to establish a "visual system under product order"; interactive expression: introducing appointment test drives, car model comparisons and online configuration, so that the platform has both brand display and sales conversion. Core concept: Present product strength with visual quality, and extend brand warmth with family scenes.
Design presentation
Home page design: The main color is a deep black background and large pictures of car models, reflecting high-end and product focus; the top part uses the latest models (Ideal L9/L8/L7/MEGA) and core selling points as the visual focus, supplemented by price information and appointment test drive entrance; the navigation adopts functional categories such as car models, appointment test drive, mall, charging map, and Ideal Home to convey a full ecological service pattern. Content logic: 1. Flagship model display; 2. Intelligent cockpit experience; 3. Extended range/pure electric technology; 4. Safety and assisted driving; 5. Service network; 6. Appointment for test drive.
Multi-terminal design: Responsive structure: The brand official website, model details and reservation system are seamlessly connected, forming a rhythm of "understanding × experience × purchase"; product design: presenting product details with 360° model display, interior panorama, configuration comparison and price calculator; image language: using multi-style content presentation of vehicle model renderings, family travel scenes, and smart cockpit close-ups to convey quality and warmth; service page: introducing the ideal home community, charging network, after-sales service and financial solutions to express the value of full life cycle services. Technology and experience: Online configuration + test drive appointment + order tracking are adopted; the multi-terminal account system is unified to ensure a seamless cross-device car buying experience. The overall style embodies "the intelligence of technology × the warmth of family × comprehensive service".
Achievements and Impact
As the brand's official visual system, this design is widely used in user engagement on the brand's official website, new car launches and sales services. Through the integration of product logic × family narrative × brand order, the design successfully created the visual image of Ideal Car that "has both technological strength and family warmth". The project is considered by the brand owner to be "one of the most powerful and emotionally resonant automotive brand visual systems" and has become the core blueprint for the multi-terminal experience design of ideal cars.