Turning OnStar into GM’s Tech Brand
In 2023, we introduced OnStar as GM’s tech-ingredient brand. Long synonymous with safety and security, OnStar needed a new tech-forward look and feel that felt modern, sleek and dynamic. This included a new brand tone and product language that was conversational, benefit-driven and innovative.
Full Case Study Video
I do not own the rights to music.
2023 Wrapped Video
The rebrand was successful, helping to push OnStar to a record number of Members, surpassing 10 million!