IOS・UI Design・Creative Concept
Toyota USA｜Welcome to GRIP Universe
An immersive interaction themed Toyota’s anime series GRIP, where participants created their personalized GRIP ID card with AI-generated avatars, boosting brand engagement and social sharing.
Role
Product Designer
Team
Lina Cheng
Janice Chen
Shuting Chen
Client
Toyota USA
Overview
At ANIMElmpulseBA2024, we designed an interaction that blended Toyota’s racing anime GRIP with AI-driven personalization.
I was responsible for UI/UX design, interaction flow, and AI-assisted asset generation, ensuring a smooth user experience and strong brand alignment.
The interaction attracted younger, diverse audiences while amplifying Toyota’s innovative image.
Background
Toyota aimed to connect with Asian American audiences through the cultural touchpoint of anime. The challenge was to turn GRIP—a fictional racing universe—into an experience participants could personally enter, reinforcing Toyota’s presence in pop culture while showcasing innovation.
Goals
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Outcomes
Impact
01
The interaction drew enthusiastic crowds and stood out as one of the most popular attractions at the event.
02
Social media sharing of digital ID cards expanded brand exposure beyond the venue.
03
Toyota successfully engaged a younger, more diverse audience, reinforcing its innovative and culturally adaptive brand image.
Key Learnings
I learned how to turn storytelling into interactive brand experiences, collaborate with engineers to align UX with tech, and use AI tools for asset generation and editing to accelerate production while keeping a consistent style.
