For Hyundai USA, I played a key role in reimagining the brand’s digital presence through a comprehensive website redesign and a series of innovative brand experiences. My work spanned the homepage, vehicle detail pages, and critical user journeys, with a focus on creating engaging, responsive experiences that made Hyundai’s technology and design more approachable and human. A major part of this effort involved building a component based design system within Adobe Experience Manager, enabling faster page creation, consistent design patterns, and greater flexibility without repetitive coding.

Beyond the core website redesign, I contributed to Hyundai’s broader brand storytelling efforts, including video content and campaign work. This included involvement in the Hyundai Sonata Super Bowl LIV campaign, where we helped translate a complex feature into a memorable and culturally resonant experience that extended across the website and supporting assets. By using humor and clear language, we made advanced technology easier for customers to understand and connect with emotionally.

I also helped pioneer Hyundai’s first augmented reality experience for the Elantra, allowing customers to place a full scale vehicle in their own environment, explore the interior, customize colors, and view the car from every angle. This experience fundamentally changed how customers interacted with the product, increased engagement, and set a new standard for digital exploration in the automotive space. Across all of this work, my focus was on blending storytelling, emerging technology, and scalable systems to create experiences that felt modern, intuitive, and deeply connected to the Hyundai brand.

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