Leapmotor

Designing a global brand system built to scale.

Context

Leapmotor was entering new markets at a rapid pace.
As part of the Stellantis Group, the brand needed to expand into Brazil while remaining fully aligned with global standards without slowing teams or fragmenting its identity.

The challenge wasn’t visibility.
It was coordination.

The challenge

Different teams, markets, and partners needed to work with the brand simultaneously.
The brand system had to be clear enough to guide decisions, and flexible enough to allow local adaptation.

The approach

Instead of focusing on isolated assets, the work centered on building a brand system that could function as infrastructure.

The brandbook integrates strategy, identity, and digital application into a single set of visual rules covering grid logic, typographic hierarchy, color structure, composition, and usage principles.

The goal was simple: reduce ambiguity, accelerate execution, and maintain brand consistency across markets and touchpoints.

My role

Brand System Lead, responsible for the complete development of the brandbook, including grid systems, typography, chromatic structure, proportions, and application rules for multi-market use.

Process

• Brand and market audit

• Cultural and regional adaptation

• Grid and layout architecture

• Visual rules and spacing logic

• Digital and institutional applications

• Documentation for global rollout

Result

The system provided teams with a clear visual language they could apply independently.

It strengthened global consistency, improved execution standards, and accelerated and improved brand implementation across regions and disciplines.