GM Energy World Design System

Launching a visual world for the future of home energy. GM Energy needed a way to make their new ecosystem of self-sufficient products feel tangible and easy to understand. As Group Design Director, I led the creation of a scalable design system that showcases how these products work together in a real-world setting. By building the experience on a grid that mirrors the actual energy network, we created a flexible framework that stays consistent across any platform or product mix.

Digital illustration of a smart home with solar panels, glowing windows, surrounded by a digital grid, highlighting smart home technology and connectivity.
Light purple background with no distinct objects or details.

Creating a distinct brand identity that feels both technical and human. The energy space is crowded with clinical, cold designs. I directed the team to pair GM's "electric blue" with warmer, more approachable tones to build a world that feels premium but inviting. We used generative AI during the early concept phase to rapidly test different house styles and lighting, which allowed us to spend more time refining the final craft. This approach ensured that a highly technical energy system felt like a natural part of a modern home.

Building the system

A digital landscape with a tiled floor in the foreground, a calm body of water in the middle, and a colorful sky with shades of pink, peach, lavender, and blue in the background.
A miniature model of a modern two-story house with solar panels on the roof and a car parked in the garage, displayed on a white platform with a tiled background.
A two-story modern house with solar panels on the roof, large windows, and a parking garage with an electric vehicle charging station.
A modern house exterior showing a wall with an electric vehicle charging station, a white storage unit, and a black truck plugged into the charger, with a sunset sky in the background.
Miniature model of a smart city with solar-powered house, electric vehicle charging stations, and electric trucks, depicted with colorful light reflections on the ground.
A series of digital graphics highlighting Chevrolet's energy-saving features, including a Chevrolet Silverado EV truck, an electric vehicle charging station, a house with solar panels, and a GM Energy V2H bundle, with promotional text about power, blackout safety, and energy conservation.
Collection of digital screens displaying information about energy solutions, including home backup power systems, energy grid reliability, and solar integration, featuring graphics of houses, data maps, and text emphasizing energy independence and efficiency.
An infographic illustrating the issues with electricity grid reliability and ways to help homes store energy, featuring images of houses, power lines, and home solar systems.

While the end product was created from scratch, we used AI to help with rapid design explorations. Being able to switch quickly between house styles, color palettes, gradients, and other elements at the beginning allowed us a lot of time for refinement.

Conceptual Playground

Architectural model of a modern house with illuminated windows and a sloped roof, set on a wooden base against a gradient blue background.
Modern two-story house with large windows, a garage, and an electric vehicle charging station outdoors. Clear sky with the setting sun.
Model of a modern, two-story house with large glass windows, interior lighting, minimalist furniture, and a small tree on the second floor balcony, set against a blue and gradient background.
3D illustration of a modern house with a garage, car, and solar panels, with a pastel rainbow in the background.

My Role – Group Design Director
Design – Ryan Duda, Jake Silva
3D+Motion – James Mackin, Andy Tanguay

Team