The work started with an audit of existing content, platform limits, and real user behavior. User flows were then mapped to guide readers from curiosity-driven stories toward relevant brand and vehicle pages without feeling like a hard turn.
Experience Nissan was created to help the brand show up in places people actually wanted to spend time. The challenge was building a content program that increased brand awareness without feeling like a sales pitch, all within the limits of an existing global platform. The solution was an editorial-style experience built on scalable templates, thoughtful user flows, and adaptable components that could launch globally and grow over time.
The work started with an audit of existing content, platform limits, and real user behavior. User flows were then mapped to guide readers from curiosity-driven stories toward relevant brand and vehicle pages without feeling like a hard turn.
AEM’s prebuilt components weren’t made for editorial storytelling, so the rules were bent. By injecting custom code into preset fields, rigid components became flexible and branded, unlocking far more control than the system was designed to allow.
With components unlocked, layouts were refined across desktop and mobile to support long-form reading. The grid didn’t budge, so spacing and hierarchy had to carry the experience.
Once the system was finalized, global templates and content ecosystem were built. This made it easy for regions to localize content, stay on brand, and launch quickly, without reinventing the wheel every time.
