"Authentic, Creative, Youthful, Surprising, & Fun." In 2011, Scion was shifting its marketing towards a younger generation of professionals and wanted to appeal to their unconventional and more expressive lifestyles. I was assigned to create the new look and feel of the 2011 Scion Head Unit, keeping it relevant in these ever-evolving times while still maintaining the quality and reliability that the Scion brand had gained a reputation for.