STRATEGIC EXPERIENCE FRAMEWORK

Client: Tesla
Experience strategy / Launch concept
Focus: Cultural research · Experience strategy · Narrative systems · Information architecture · Creative direction

Developing a strategic framework for translating Tesla’s Berlin presence into a locally relevant, multi-touchpoint launch experience.

Role and Responsibilities

I worked on the strategic and conceptual development of a Berlin-focused experience, connecting research, narrative development and creative direction. My role was to structure the broader experience and define how its different physical and digital touchpoints could work together as one journey.

Problem Statement and Goals

The challenge was to introduce a globally established technology brand within a city with its own strong cultural identity rather than simply applying an existing international campaign language. The experience needed to feel recognizably Tesla while establishing a credible relationship with Berlin and its audiences.

Design Process and Methodology

The project began with research into cultural signals, locations, architecture and narrative references before developing several possible creative routes. These were translated into an experience architecture defining what audiences would encounter before, during and after the event across digital communication, physical spaces and interactive touchpoints.

Key Challenges and Solutions

The key challenge was connecting multiple channels without reducing the idea to a conventional launch campaign. Building a narrative system around the customer journey created a common logic for social communication, spatial storytelling and on-site engagement while leaving room for each touchpoint to perform differently.

Outcomes and Learnings

The resulting framework demonstrated how research and strategic structure could guide creative execution across an entire experience rather than a single communication format. It became an early example in my work of moving upstream from individual design outputs toward defining the system and narrative that shape them.