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Ferrari
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Client
Ferrari
Agency
AKQA
Project
Digital Identity • Website
Overview
The Ferrari website redesign reimagines the brand's digital ecosystem through a contemporary visual language that celebrates the passion, performance and heritage at the heart of the Prancing Horse.
More than a visual refresh, the project introduces a unified design vision that strengthens the emotional connection between Ferrari and its global community while evolving the existing Adobe Experience Manager platform into a more immersive and future-ready experience.
The Ferrari website redesign reimagines the brand's digital ecosystem through a contemporary visual language that celebrates the passion, performance and heritage at the heart of the Prancing Horse.
More than a visual refresh, the project introduces a unified design vision that strengthens the emotional connection between Ferrari and its global community while evolving the existing Adobe Experience Manager platform into a more immersive and future-ready experience.
Challenge
Modernise Ferrari's digital presence while preserving the robustness of its enterprise platform.
The challenge was to redefine the user experience without rebuilding the underlying architecture, creating a design system capable of supporting Ferrari's three worlds: Racing, Cars and Brand. Each with its own personality while remaining part of a cohesive digital ecosystem.
The experience also needed to establish a consistent interaction model across every device, making navigation predictable, intuitive and unmistakably Ferrari.
Modernise Ferrari's digital presence while preserving the robustness of its enterprise platform.
The challenge was to redefine the user experience without rebuilding the underlying architecture, creating a design system capable of supporting Ferrari's three worlds: Racing, Cars and Brand. Each with its own personality while remaining part of a cohesive digital ecosystem.
The experience also needed to establish a consistent interaction model across every device, making navigation predictable, intuitive and unmistakably Ferrari.
Solution
I contributed to defining a new digital design language built around the idea of a mobile-unified experience, where the mobile interface becomes the foundation for every breakpoint. Navigation patterns, layouts and interactions were designed to scale consistently across devices, creating a familiar and seamless experience regardless of screen size.
To support engagement and conversion, we introduced the concept of Dynamic Control—an adaptive interaction layer that enriches content modules with contextual actions and shortcuts. Rather than presenting static content, each section evolves while users scroll, surfacing the most relevant actions and information exactly when they are needed.
The redesign also introduces a renewed visual identity through a scalable design system, where typography, colour and composition adapt to the distinctive character of Racing, Cars and Brand while maintaining instant brand recognition. Layered layouts, contrasting visual rhythms and immersive full-screen media create a storytelling experience that reflects the diversity and emotion of the Ferrari universe.
A significant part of the project focused on prototyping in Framer, where motion principles, interaction behaviours and animation timing were carefully refined before implementation. From morphing interface components and responsive content transitions to expressive micro-interactions, every movement was designed to deliver immediate feedback and reinforce Ferrari's performance-driven identity. Motion becomes part of the brand language—not decoration, but a functional element that guides attention, enhances usability and gives the interface a sense of precision and energy.
I contributed to defining a new digital design language built around the idea of a mobile-unified experience, where the mobile interface becomes the foundation for every breakpoint. Navigation patterns, layouts and interactions were designed to scale consistently across devices, creating a familiar and seamless experience regardless of screen size.
To support engagement and conversion, we introduced the concept of Dynamic Control—an adaptive interaction layer that enriches content modules with contextual actions and shortcuts. Rather than presenting static content, each section evolves while users scroll, surfacing the most relevant actions and information exactly when they are needed.
The redesign also introduces a renewed visual identity through a scalable design system, where typography, colour and composition adapt to the distinctive character of Racing, Cars and Brand while maintaining instant brand recognition. Layered layouts, contrasting visual rhythms and immersive full-screen media create a storytelling experience that reflects the diversity and emotion of the Ferrari universe.
A significant part of the project focused on prototyping in Framer, where motion principles, interaction behaviours and animation timing were carefully refined before implementation. From morphing interface components and responsive content transitions to expressive micro-interactions, every movement was designed to deliver immediate feedback and reinforce Ferrari's performance-driven identity. Motion becomes part of the brand language—not decoration, but a functional element that guides attention, enhances usability and gives the interface a sense of precision and energy.
Impact
The redesign establishes a future-ready digital ecosystem that evolves Ferrari's online experience while leveraging its existing Adobe AEM infrastructure.
By combining a scalable design system, immersive storytelling and a motion-first interaction language, the platform creates a consistent experience across every touchpoint while giving each business area its own visual character. The result is a premium digital experience that feels dynamic, recognisable and unmistakably Ferrari, laying the foundation for the brand's next generation of digital products.
The redesign establishes a future-ready digital ecosystem that evolves Ferrari's online experience while leveraging its existing Adobe AEM infrastructure.
By combining a scalable design system, immersive storytelling and a motion-first interaction language, the platform creates a consistent experience across every touchpoint while giving each business area its own visual character. The result is a premium digital experience that feels dynamic, recognisable and unmistakably Ferrari, laying the foundation for the brand's next generation of digital products.
