Ford
Global Brand Strategy & Design System
Ford is one of the most iconic brands on the planet, but its experience ecosystem had grown uneven over time—digital, marketing, product, and physical touchpoints evolving in parallel with limited connective tissue. The opportunity wasn’t a reinvention. It was a modernization: bring consistency, clarity, and momentum to how Ford shows up—without losing the heritage and utility that make it Ford.
As design lead, I partnered closely with Ford leadership and cross-functional teams to define a unified brand strategy and a scalable design system that could travel across channels and regions. The work focused on aligning principles before aesthetics—establishing a clear design language, codifying rules that teams could actually use, and creating the governance needed to keep consistency as the organization and surfaces grew.
The result was a durable foundation that strengthened Ford’s expression across touchpoints while making execution faster and more confident for internal teams and partners. It positioned design as a strategic lever—supporting not just how things look, but how teams align, ship, and evolve the brand over time.
