Emily Laino Design Portfolio

INFO

If you’ve purchased a vehicle from an OEM dealership, you were likely enrolled in its service journey. A vehicle service journey is a highly structured, customer-focused program designed to maintain a vehicle throughout its lifecycle.

Tied to each vehicle’s VIN, the MBV Service Journey includes scheduled communications and triggered notifications. For services such as oil changes, tire rotations, and key fob battery replacements, customers receive notifications based on mileage or time intervals. This chain of communications helps ensure timely, convenient, and high-quality service experiences while enhancing vehicle longevity and reliability.

— ROLE

Art Director

— DATE

April 2023 – January 2025

The MBV Service Journey was a complete overhaul. We developed new mail and email templates with enhanced capabilities, updated existing modules, rewrote all copy, and created unique imagery across all 33 communications.

Due to the project’s success, Mercedes-Benz Vans expanded the journey into two additional phases, covering Mercedes-Benz RV owners and the all-new fully electric eSprinter. Each new journey features distinct concepts and copy.

CAPABILITIES

By changing the mail format from a 6x9in postcard to a 6x18in horizontal bifold (6x9in folded), we doubled the surface area to include information.

We added the Service IQ tracker and variable Van Jellybeans. This brought two key benefits: the customer gets a more personalized experience and elevates the Vans Service Journey to the Passenger car level.

RV Journey

Phase 2

INFO

Using the same template as the Phase 1 journey, Mercedes-Benz introduced a Service Journey for RV owners. The RV Journey communications highlight the features and experiences possible with a Mercedes-Benz RV.

When the original Journey concepts were pitched, the client liked two of the five proposed concepts so much that they requested the addition of an RV-specific Service Journey.

eSprinter Journey

Phase 3

INFO

To wrap this project up, we executed a Service Journey for the all-new eSprinter. The eSprinter Service Journey follows the same template and concept as the standard Service Journey.

The communication cadence differs slightly from the standard and RV Service Journeys due to varying service requirements. With a digital-only approach, we successfully launched the eSprinter Journey, ensuring seamless integration with the customer’s initial van purchase.