GMC 2014 Silverado Interactive Configurator

The Challenge

General Motors was launching the redesigned 2014 GMC Silverado and needed a digital sales tool that would engage potential buyers and help them visualize their ideal truck configuration. The project required:

• Real-time visualization: Instant visual feedback as users customized their vehicle
• Complex configuration logic: Managing multiple options (wheels, color, cab size, drive type, trim) with interdependencies
• Brand compliance: Adhering to GM’s exceptionally strict brand guidelines
• Sales functionality: Integration with lead generation and order processes
• Stakeholder management: Working directly with GM representatives and agency leadership

As Visual Designer at the agency, I was responsible for creating a tool that was both visually compelling and functionally robust—while maintaining the prestige and precision of the GMC brand.

My Role & Approach

Visual Design Leadership

Agency Environment

• Worked as Visual Designer at a digital agency in Tempe, Arizona
• Reported to and collaborated with the company president
• Participated in stakeholder meetings with General Motors representatives
• Balanced client expectations with technical feasibility

Design Process

• Created high-fidelity mockups for all configurator states
• Designed the user interface for option selection and navigation
• Developed the visual language for the configuration experience
• Ensured pixel-perfect implementation of GM brand standards

Brand Compliance

General Motors maintains one of the strictest brand guidelines in the automotive industry. Every element required careful attention:

Typography

• Exact font usage, sizing, and spacing per GM specifications
• Proper hierarchy for headlines, labels, and body copy
• Consistent treatment across all states and screens

Color Palette

• Precise color values matching GM’s brand standards
• Proper usage of GMC red, black, and neutral tones
• Consistent treatment of vehicle paint colors

Photography & Imagery

• Professional vehicle photography meeting GM quality standards
• Consistent lighting and angles across all vehicle configurations
• Proper vehicle presentation and staging

Logo Usage

• Exact specifications for GMC logo placement and sizing
• Proper clear space and relationship to other elements
• Correct usage of logo variations

This adherence wasn’t optional—it was mandatory for approval and launch.

The Configurator Experience

Interactive Customization Options

1. Wheels

• Multiple wheel designs specific to trim levels
• Real-time visual updates as users selected different wheels
• High-quality wheel imagery integrated into vehicle renders

2. Exterior Color

• Full range of 2014 Silverado paint options
• Dynamic vehicle imagery updating with color selection
• Color swatches matching actual paint appearance

3. Cab Size

• Regular Cab, Double Cab, and Crew Cab options
• Vehicle proportions and imagery updating based on selection
• Clear visual communication of size differences

4. Drive Type

• 2WD and 4WD configurations
• Visual and descriptive differences communicated
• Impact on capability and features explained

5. Trim Level

• Work Truck, WT, LT, LTZ, and Denali trims
• Each trim affecting available options and features
• Feature lists and benefits displayed per trim

User Features

Real-Time Preview The core feature was instant visual feedback. As users selected any option, the truck image dynamically updated to show their exact configuration. This wasn’t just swapping static images—it was intelligent image rendering based on option compatibility.

Share Configuration Users could share their custom vehicle configuration:

• Unique URL generated for each configuration
• Social sharing capabilities
• Email sharing options
• Configuration details preserved in shared links

Order/Lead Generation Direct connection to GMC’s sales process:

• “Build and Price” integration
• Lead capture for dealer follow-up
• Inventory search for matching vehicles
• Dealer locator integration

Download Preview Image Users could download a high-quality image of their configured truck:

• Print-ready resolution
• Branded image with GMC identity
• Configuration details included
• Shareable format for personal use

Technical Implementation

Visual Asset Management

Managed a complex system of vehicle imagery:

Image Strategy

• Base vehicle renders for each cab size
• Modular wheel imagery that composited onto base images
• Color variations created through dynamic image processing
• Optimized file sizes for web performance

Option Logic

• Designed user flows for option dependencies
• Created decision trees for valid configurations
• Handled edge cases where options weren’t compatible
• Provided clear guidance when selections conflicted

User Interface Design

Option Selection Interface

• Clean, organized option categories
• Visual indicators for selected options
• Pricing updates as options changed
• Clear calls-to-action for next steps

Preview Display

• Large, high-quality vehicle visualization
• Zoom and detail viewing capabilities
• 360° rotation (if supported)
• Multiple viewing angles

Mobile Responsiveness Ensured the configurator worked across devices:

• Responsive layout for tablets and mobile phones
• Touch-friendly option selection
• Optimized imagery for smaller screens
• Maintained brand quality on all screen sizes

Stakeholder Collaboration

Working with General Motors

Stakeholder Meetings

• Participated in regular meetings with GM representatives
• Presented design concepts and progress updates
• Received and implemented feedback on brand compliance
• Managed expectations around timeline and feasibility

Brand Approval Process

• Submitted designs through GM’s brand approval workflow
• Made revisions based on brand guideline feedback
• Documented all brand compliance decisions
• Maintained approval documentation

Agency Leadership

President Oversight

• Worked directly under the company president
• Provided regular project updates and status reports
• Collaborated on client communication strategy
• Ensured project aligned with agency capabilities and timeline

Team Collaboration

• Coordinated with developers on technical implementation
• Worked with copywriters on messaging and descriptions
• Partnered with project managers on timeline and deliverables
• Collaborated with QA on testing and launch readiness

Design Challenges & Solutions

Challenge 1: Visual Quality at Scale

Problem: Needed to show thousands of possible vehicle configurations with high-quality imagery without massive file sizes or slow loading.

Solution:

• Created a modular image system with base vehicles and layered elements
• Used intelligent image processing to combine assets dynamically
• Optimized images for web while maintaining visual quality
• Implemented progressive loading for better perceived performance

Challenge 2: Option Complexity

Problem: Not all option combinations were valid (certain wheels only available on specific trims, etc.).

Solution:

• Designed clear visual indicators for unavailable options
• Created helpful messaging explaining why options weren’t compatible
• Guided users toward valid configurations without being restrictive
• Maintained a sense of exploration and discovery

Challenge 3: Brand Guidelines at Interactive Scale

Problem: GM’s brand guidelines were designed for static marketing materials, not interactive configurators.

Solution:

• Worked with GM to interpret guidelines for interactive contexts
• Documented new standards for digital interactions
• Created a design system that maintained brand integrity across all states
• Established patterns that could be reused for future GM projects

Results & Impact

Successful Product Launch

• Delivered on schedule for 2014 Silverado launch campaign
• Passed GM brand approval on first submission (rare achievement)
• Functional sales tool that integrated with GMC’s digital ecosystem
• Enhanced user experience for potential truck buyers

User Engagement

The configurator provided value to both users and GMC:

• Users could explore options and visualize their ideal truck
• Configurations could be saved and shared with family/friends
• Lead generation captured interested buyers for dealer follow-up
• Download feature extended engagement beyond the website

Brand Compliance Achievement

Successfully navigated General Motors’ strict brand requirements:

• Met all typography, color, and logo specifications
• Maintained brand prestige and quality standards
• Created reusable patterns for future GM projects
• Demonstrated agency capability for major automotive clients

Key Learnings

Automotive Industry Design

Brand Standards Matter The automotive industry—especially GM—takes brand consistency seriously. Every pixel, every font size, every color value must be exact. This discipline carries over to all design work.

Photography is King In automotive marketing, vehicle photography quality is non-negotiable. Everything else serves the vehicle imagery.

Configurators are Complex What seems simple to users (pick some options, see a truck) involves significant technical and design complexity behind the scenes.

Client Collaboration

Stakeholder Presence Being in stakeholder meetings as a designer provided invaluable context. Understanding client concerns firsthand improved design decisions.

Executive Oversight Working under the company president meant high visibility and accountability—every detail mattered.

Brand Approval Processes Large corporations have established brand approval workflows. Understanding and working within these processes is essential for project success.

Interactive Design

Real-time Feedback is Powerful Instant visual updates made the configurator engaging and helped users make confident decisions.

Share Features Extend Reach Allowing users to share configurations turned individual browsers into advocates who shared with others.

Download Features Add Value Letting users take something away (a custom vehicle image) created lasting engagement beyond the website.

Technical Environment

• Platform: Custom web application
• Design Tools: Adobe Creative Suite (Photoshop, Illustrator)
• Collaboration: In-person stakeholder meetings, agency team coordination
• Assets: Professional vehicle photography, modular image system
• Integration: GMC dealer systems, inventory database, lead management

Conclusion

The GMC 2014 Silverado configurator demonstrated the power of combining interactive design with strict brand compliance. Working at a Tempe agency under the company president’s oversight, I created a visual design that met General Motors’ exacting standards while delivering an engaging user experience.

The project required balancing multiple stakeholder needs: GMC’s brand requirements, the agency’s capabilities, user engagement goals, and technical feasibility. Success came from attention to detail, clear communication in stakeholder meetings, and a deep respect for the GMC brand identity.

From selecting wheels to downloading a custom truck preview, every interaction was designed to help potential buyers visualize their ideal 2014 Silverado. The configurator became a valuable sales tool that extended GMC’s digital presence and provided real value to truck shoppers.

Most importantly, the project reinforced that great design isn’t just about creativity—it’s about understanding constraints, working within brand systems, collaborating with stakeholders, and delivering solutions that serve both business goals and user needs.