Automotive & MobilityKia
A Lifestyle Hub Connecting the KIA Brand with Its Users Through Culture: FUNKIA
FUNKIA, a lifestyle hub that connected Kia with young people through culture and participation.
Project Information
- Industry
- Automotive & Mobility
- Project Type
- New Build
- Role
- Consulting, UX Strategy, UX/UI Design, Community Operation
- Client
- Kia
- Client
Introduction - Founded in 1944, Kia Motors is Korea’s oldest automaker, building a new brand image driven by design management with the introduction of the K5 in 2010. To transform into a young and dynamic brand, it continues to engage customers through a range of digital channels and cultural marketing.
To move beyond being a car maker toward a young, stylish brand image, Kia needed a new digital channel that combined user participation with culture. It wanted a platform that tied brand news, events, lifestyle content and car stories together to keep people coming back.
We designed a structure that links brand, culture and participation content in one flow, and formed a lively team of university student supporters for FUNKIA who took part in running the content. Through them we built a youthful, story-driven community, with a UX that raised time on site by naturally connecting participatory events and car information.
Key Features
• Pages centered on culture and lifestyle content
• Stronger participatory community features
• A visual system with emotional brand tone
• Car and culture content connected naturally
• A team of young Kia supporters
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