Ford
About
A two-year dedicated account managing Ford's evolution. The brand launched a complete redesign, "Ford Bring on Tomorrow", creating a new identity that rippled across every subsequent vehicle launch. As part of the core team that developed the brand evolution, this meant oversight of the identity, guidelines, and tone of voice.
But the scope extended beyond the initial redesign. Three major vehicle launches followed (Puma, Kuga Hybrid, and a full electric and hybrid range) across TV, OOH, social, and paid media. Every piece of work had to ladder up to the new brand vision. That consistency across campaigns, timelines, and creative disciplines required strategic oversight, ensuring the redesign wasn't just a visual refresh but a foundational shift that held across everything that followed.
The Challenge:
Redesigning a brand identity for an established, global brand like Ford is incredibly complex. Navigating decades of brand history requires a deep appreciation for a legacy that carries immense weight. With every decision demanding intentionality, every launch had to feel perfectly aligned. The challenge wasn't just the creative execution; it was keeping all those moving parts moving forward together while fully respecting the heritage behind them.
The Solution:
Vision stewardship across two years. Every creative decision had to connect back to the brand strategy. This meant working with creatives and stakeholders to push work forward while respecting the emotional investment people had in Ford's legacy.
Managing multiple simultaneous launches, each with distinct complexity and demanding timelines, required orchestrating a diverse suite of outputs. From complex, high-production TV campaigns and dynamic out-of-home displays to intricate social design that brought the message to life, success depended on translating strategic vision into day-to-day execution: keeping teams moving and ensuring brand consistency across the creative suite.
The result was a cohesive brand rollout that felt intentional and true to Ford's vision. Long-term account stewardship demonstrated how individual projects, launches, and creative decisions ladder up to a bigger strategic picture. That consistency is what transforms a brand redesign from a visual refresh into a foundational shift that holds across years of work.