Global Design System

An immersive, scalable experience for a global audience

Client: Kia Global
Agency: Media.Monks
Role: Creative Director
Year: 2021
Type: Product Design

A global rebrand only works if it survives contact with local markets. As part of Kia's, we built a comprehensive design system for Kia.com — a personalised, immersive journey that unified five regions and scaled across languages, all carrying the new brand premise, 'Movement that Inspires.'

Objective

To express Kia's rebrand in a flexible global system — personal for every user, while meeting the real demands of very different regions.

Challenge

Five regions, each with its own requirements, multiple languages, one brand identity that had to hold together across all of it.

Solution

Leading from pitch to delivery, I worked with a multidisciplinary team on a modular system that let each region shape its own content while staying true to the new identity. The approach was research-led, grounded in competitor analysis and user surveys.

Execution

We built 92 adaptable page templates. I guided the design, aligned the teams, and ran the client workshops that kept everyone behind one vision — flexible enough for local needs, disciplined enough to protect the global brand.

Impact

The system unified Kia's global presence and handed local teams room to adapt — a scalable, personalised experience from first look to purchase, true to 'Movement that Inspires.'

Capabilities

Design System
UX Design
Global Scalability
Modular Components
Commerce

Collaborators

Sally Kim
Sophia McDermott
Vanessa Lim
Huang Yizhen
Yooin Choo
SC Wong
Doyeon Lee
Yujin Joung
Keith Tang
Royston Phang
Kayla Chia
Sarah Lew

Live project: https://www.kia.com/kr