Unifying a complex brand through scalable design

Challenge

Support Michelin over 6+ years in building a consistent, user-centric digital presence across corporate, country, and product sites.

Approach

Long-term partnership: Framework agreement with cross-team workshops across business areas (agriculture, aviation, bikes, scooters...).

UX strategy: Clarified user needs and product decision journeys (e.g. choosing the right tire by vehicle/use case).

Design system: Defined a global design system and scalable templates, adaptable to international markets.

UX/UI design: Delivered page structures, interfaces, and content hierarchies in close collaboration with comms and innovation teams.

Solutions

A harmonized digital ecosystem covering B2B, B2C, and brand experiences—including Michelin Guide and ViaMichelin apps.

Stronger digital identity, streamlined UX, and support for product innovation narratives.

Impact

A unified, scalable platform supporting Michelin’s global presence and helping users make informed choices across all mobility sectors.