The starting point for Audi’s new corporate design was to take an interdisciplinary approach to developing design principles for all media. Three agencies worked closely with AUDI AG to create an overarching visual identity designed to be a "digital first". The idea was to introduce dynamic principles instead of complicated CI rules – and create creative freedom. This allows the brand to engage in dialogue with people quickly and flexibly across all touch points. The brand portal we designed to communicate the new CI has gone online in early 2017. It is accessible to everyone – an innovation in the automotive industry, and a symbol of new openness.