Celebrating the 2021 Winners | Cadillac LYRIQ in-car » Territory Studio


INTERACTIVE Experiential » UI UX Winner


Motion design in the context of a user interface for a game, website or application


General Motors requested unique interface visualizations to control new technologies featured in the all-electric Cadillac LYRIQ, a vehicle rooted in more than a century of automobile innovation.

Working alongside the Cadillac UI team, in-car human-machine interface (HMI) became a highly effective initiative in solving a real-world problem: connecting drivers to advanced technologies through intuitive design.

We embraced a visual strategy to recognize the iconic brand while creating a unique future-facing in-car experience.

The project demanded fresh thinking from a UI and UX perspective to control in-car tasks with ease and efficiency as a matter of safety and convenience.

A driver-centric 33” LED screen serves as both instrument panel and infotainment system; an in vehicle digital cockpit managing real-time information, notifying drivers of distraction by continuously monitoring and interacting with objects in an intuitive and non-obstructive way, while front console UI and rear seat displays add another dimension of personalized flexibility.


Marti Romances:
Creative Director and Co-Founder at Territory Studio San Francisco

Anthony Pond:
UX Design Manager at Territory Studio

Lyniel Dao:
Head of Production, Territory Studio San Francisco

William Thompson:
Senior Manager, User Interface Design at General Motors

Scott Martin:
Creative Director, User Interface Design at General Motors