Cadillac | Dare Greatly
Cadillac’s "Dare Greatly" campaign rebranded the legacy label as a bold, modern, and aspirational luxury icon.
The Challenge
Reinvigorate the Cadillac brand through a sophisticated campaign that emphasizes luxury and bold ambition. The goal was to align print media and digital experiences with a modern, high-end lifestyle aesthetic.
The Solution
Developed a cohesive visual identity across high-end editorial catalogs, national print advertisements, and an immersive digital platform for Cadillac House.
Editorial Catalogs
These high-end, perfect-bound catalogs prioritize a tactile experience. Through heavy matte textures and striking satin varnishes, the physical pieces mirror the cars’ luxurious appointments.
National Print Advertising
The advertising campaign focused on brand-level storytelling. Positioned in top-tier national publications, these print ads translated the aspirational qualities of the "Dare Greatly" vision to the page, bringing the modern luxury narrative to a broader audience.
Cadillac House
Soho’s Cadillac House is a 12,000 sq ft experiential space for culture and brand values. A hub for concerts and art, it inspires creators. This responsive site and CRM use bold type and immersive imagery to deliver a sleek user experience on any device.
The Result
Established a unified brand presence that seamlessly transitions from tactile print materials to a comprehensive mobile and web experience. The campaign successfully positioned Cadillac as a culturally relevant leader in the luxury automotive space.
Credits
Client: Cadillac
Campaign: Dare Greatly
Role: Art Direction, UI Design
CD/Copy: Kevin Keehn
CD/Art: Alec Vianu
Agency: Publicis