Stellantis: Together in a circular ecosystem
Multi-disciplinary group project sponsored by FCA.
Brief：
The unprecedented events of 2020 catalyzed fundamental shifts in society, sparking crucial conversations across cultural, governmental, and corporate spheres. In this context, FCA (Fiat Chrysler Automobiles) acknowledges that its traditional business approach requires transformation to meet new realities.
This project seeks to reimagine the FCA brand for a post-pandemic world, leveraging insights gained from 2020 to position Stellantis as a leader in both social impact and sustainable economic development. The scope encompasses three key areas:
1.Systems Strategy: Developing new operational frameworks that align with changed market dynamics
2.Design Innovation: Reimagining both vehicle interiors and exteriors to meet evolving consumer needs
3.Brand Experience: Creating meaningful customer interactions that reflect our renewed commitment to sustainability and social responsibility
The ultimate goal is to formulate a comprehensive strategy that allows Stellantis to thrive in the post-pandemic automotive market by better responding to shifted consumer preferences and emerging market demands.
My role
I led the development of comprehensive user scenarios through storytelling and animation. My responsibilities included:
1.Conducting in-depth research to inform the project direction
2.Developing strategic brand positioning
3.Creating detailed storyboards to visualize the user journey
4.Crafting visual presentations to effectively communicate concepts
5.Collaborating with team members on the Stellantis Park narrative
6.Contributing to the production of 3D animations
My role combined strategic thinking with creative storytelling, ensuring that each element supported the broader vision for the Stellantis brand experience.
Teammates
Mehul Malhotra
Shenhong Zheng
Devin Parham
Why do we need Lifestyle Companion?
The evolution of mobility has inadvertently created barriers between people and their environment. As we've prioritized individual transportation, we've become disconnected from local communities and meaningful human interactions. Even more concerning, we've grown complacent about both the social isolation this creates and its environmental impact on our world.
This disconnection - and our acceptance of it - presents a fundamental challenge that needs to be addressed in how we think about modern transportation.
Framing questions
How can Stellantis demonstrate its commitment to social responsibility by actively contributing to human wellbeing and quality of life?
How can the company better understand, anticipate, and address its target customers' evolving needs while building lasting trust and meaningful relationships?
Los Angeles
By 2030, Los Angeles aims to become the nation's leader in civic participation, transforming into a city where every resident has the power to shape their community. The vision encompasses:A connected ecosystem where residents actively participate in and influence local business decisions, supported by accessible platforms that amplify community voices. An enhanced transportation infrastructure will serve as the physical foundation of this engagement, breaking down barriers and facilitating the seamless exchange of both people and ideas throughout the region.This reimagined Los Angeles will foster a dynamic environment where community involvement in business processes isn't just encouraged—it's woven into the city's fabric, making civic engagement an integral part of daily life.
Persona
Brand Story： Upward Local Social Mobility and Empowerment，LA 2035
Stellantis Park serves as a catalyst for local economic growth by providing entrepreneurs with opportunities to expand their businesses through on-site retail spaces. This initiative exemplifies our commitment to fostering social mobility and supporting community development.Consider the story of Sophie Garcia, an inspiring entrepreneur from Compton. As a single mother of two, Sophie faced numerous challenges while establishing her neighborhood coffee shop. Through Stellantis's local business initiative, she secured a coffee shack within Stellantis Park, complementing her existing location. This expansion has not only strengthened her business but also created new opportunities for growth in her community.Sophie's journey represents the transformative impact of Stellantis's commitment to empowering local business owners and creating pathways for economic advancement.
