A digital experience for Smart's European launch. Bold CGI, real-time configurators, and a design system that ties everything into one clear identity.
Modernising the Experience
We refreshed the entire look and feel of smart's European platforms. The design system uses clean layouts, confident typography and sharp accents to bring consistency to every screen. On mobile, product cards, configurators and service tools all share the same rhythm. On desktop, large imagery and motion-led storytelling give space to the brand's new identity. The result is a digital experience that feels clear, premium and easy to move through.
Integrating CGI into the Journey
Working with Wongdoody we built CGI into the flow of the journey. Cars can be explored from every angle, colors and trims change instantly, and lifestyle scenes sit side by side with technical detail. Instead of being an add-on, CGI became part of the storytelling, guiding customers from discovery to decision with visuals that feel alive and flexible.
Okay, hear us out. We’ve just launched Studio Hyra, and both our founders (Max Pinas, 15 years at DEPT® & Tom Spel, 7 years at DEPT®) built most of their recent work while at DEPT®.
We’re eager to show you what we can create for you and to give you a real sense of our skills, we’ll sometimes need to reference projects from our DEPT® days. But here’s the deal: we’ll only show work where one (or both) of us played a clear, hands-on role in shaping the project.
We still have a lot of friends at DEPT® and love what they’re doing, so definitely check them out when you have a moment.
CREDITS
Client
smart Europe
Agency
DEPT®
Visual Design
Tom Spel (Lead) (Now at Hyra) Sophie Hoeboer Ronja Kate Jøns Rado Vesely Roel Stellinga
UX Design
Jeroen Hol (Lead) Max Feld (Lead) Christian Tranberg-Holm (Lead) Lars Ruijs Oliver Pasberg Røndbjerg-Christensen Jennifer van Vugt
CGI Partner
Wongdoody
Strategy & Content Partner
Optimist
