Overview
As lead designer and art direction partner, I helped shape Tenneco’s global presence at Auto Shanghai, one of the world’s largest automotive trade shows.
The project focused on presenting multiple high-performance technologies within a clear, unified story — enabling visitors to quickly understand how individual products connect within a broader vehicle system.
The Challenge
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Communicate complex engineering innovations to a global audience with varying technical knowledge
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Show not only individual products, but how they integrate into the vehicle ecosystem
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Maintain strong brand consistency across physical, digital, and motion touchpoints
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Create an engaging booth experience that guided visitors from overview to deep technical understanding
My Role
Lead Designer & Visual Direction Partner
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Defined the visual storytelling framework for the booth experience
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Led design for environmental graphics and informational content
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Directed hierarchy and messaging for technical visualizations
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Collaborated with engineers, communications, and external vendors
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Provided art direction to ensure visual consistency across all media
Approach
System-Level Storytelling
I structured the experience to move from macro to micro:
vehicle system → technology category → individual product detail
Visual Hierarchy & Clarity
Complex information was simplified through layered messaging, diagrams, and progressive disclosure.
Cross-Media Consistency
Design language was applied consistently across spatial graphics, digital screens, and motion content.
Key Design Components
Vehicle System Visualization (Technical Diagram)
A large-scale animated visualization showing how Tenneco technologies integrate within a vehicle architecture.
My contribution:
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Led visual direction and narrative hierarchy
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Worked closely with engineers to ensure accuracy
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Defined labeling, emphasis, and storytelling flow
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Partnered with external animation vendor for execution
Impact:
Helped visitors understand product context instantly by connecting individual components to the full system.Experiential & Environmental Design
Experiential & Environmental Design
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Large-scale booth graphics establishing brand presence
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Spatial storytelling guiding visitor flow
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Product zones with clear information hierarchy
Technical Product Communication
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Custom diagrams and iconography
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Digital placards explaining product features
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Visual frameworks simplifying engineering concepts
Outcomes
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Delivered a cohesive, premium brand experience across all touchpoints
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Enabled both technical and non-technical audiences to understand complex innovations quickly
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Supported sales and product teams with clear visual storytelling tools
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Strengthened brand perception in a competitive global environment
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