After refreshing the brand strategy and visual identity, we designed this brand book to tell the new story. We conducted interview with various stakeholders and dug deep into the company's rich history to draw out its most important and defining traits. Highlighting Cadillac’s "history of firsts", and focusing on the many innovations Cadillac has pioneered throughout its history, the book discusses the bold, sophisticated and optimistic values buried within the company’s DNA. The narrative clarifies and codifies the new strategy and tone of voice to serve asthe foundation for all communications

going forward.

This book is a foundation for the future, informing and inspiring brand ambassadors to collectively represent one Cadillac. It signals Cadillac’s return to its rightful place as the iconic, global luxury brand, made in America.