Volkswagen is the world’s largest automaker.
In Brazil, the company recently embraced a movement called “New Volkswagen,” investing in innovative technology and creative communication.

CREATIVE CHALLENGE

Developing the visual identity and tone of voice for the Volkswagen Cognitive Manual to teach users about the car’s functions in a game-like and intuitive manner.

SOLUTION

Using IBM Watson, an artificial intelligence system developed by IBM, we created with partners over 10,000 different questions that take into account the different regional lexicons and accents found in Brazil. We managed to cover all the car’s functions.

It's possible to ask how to change a tire, or to snap a picture of a dashboard light for the app to determine what the issue is.
Instead of having to look up the answer in a paper manual, the cognitive manual quickly provides the answer and even shows illustrated step-by-step instructions.

By combining 3D images and illustration techniques we were able to create an artistic identity that reflects the New Volkswagen, establishing a dialog that includes all the brand’s audiences.