EVOLVING THE FORD BRAND
Managing a major brand's design guidelines and design system across multiple regions presents a complex balancing act between consistency and cultural adaptability.
Global teams must ensure that core brand elements — typography, colour palettes, iconography, and tone of voice — remain cohesive and instantly recognisable, while simultaneously allowing for localised nuance that resonates with diverse audiences.
I authored and oversaw all documentation, guidelines and playbooks. I worked across multiple production and creative agencies to maintain consistency and craftmanship.
Managing a major brand's design guidelines and design system across multiple regions presents a complex balancing act between consistency and cultural adaptability.
Global teams must ensure that core brand elements — typography, colour palettes, iconography, and tone of voice — remain cohesive and instantly recognisable, while simultaneously allowing for localised nuance that resonates with diverse audiences.
I authored and oversaw all documentation, guidelines and playbooks. I worked across multiple production and creative agencies to maintain consistency and craftmanship.
BRAND GUARDIAN FOR FORD OF EUROPE
GUARDIAN OF THE (FORD) GALAXY
Managing a major brand's design guidelines and design system across multiple regions presents a complex balancing act between consistency and cultural adaptability.
Global teams must ensure that core brand elements — typography, colour palettes, iconography, and tone of voice — remain cohesive and instantly recognisable, while simultaneously allowing for localised nuance that resonates with diverse audiences.
My Role
Head of Design
Tools
Adobe Creative Suite
Sketch
DaVinci
Framer
Figma
Timeline
Between 2013 and 2021
GUARDIAN OF THE (FORD) GALAXY
Evolving a brand's look and feel while protecting what makes it iconic requires equal parts cultural awareness and creative restraint. We fiercely protected Fords distinguishing the elements.
Elements that carry genuine recognition from those that have simply aged. Then viewed those elements through aesthetic language of the moment, threading contemporary influences through the brand's existing DNA rather than replacing it.
My Role
Head of Design
Tools
Adobe Creative Suite
Sketch
DaVinci
Framer
Figma
Timeline
Between 2013 and 2021
CREATIVE
I developed sub-brands, campaign look and feel for Mustang, social Content like 'Lifesavers' and 'Ford Stories' And user guides and playbooks for the markets. Carefully balancing consistency and creative flexibility.
We maintained a clear relationship with the parent brand — sharing enough visual and tonal DNA to feel cohesive — while carving out a distinct identity that speaks to their specific audience.
SUB-BRANDS & CAMPAIGN
LOOK & FEEL
Underpinning all of this were the brand guidelines — I worked closely with the Global team to develop Europe specific guidelines including, logo usage and spacing rules to voice and tone principles and digital-first specifications.
Giving our market teams and agency partners a shared foundation from which to move quickly and confidently, ensuring every touchpoint — whether a paid social asset, a product label, or an OOH execution — reinforces the same cohesive brand story.
BRAND GUIDELINES AND CAMPAIGN
CONSISTENCY GUIDES
SUB-BRANDS & CAMPAIGN LOOK & FEEL
I developed sub-brands, campaign look and feel for Mustang, social Content like 'Lifesavers' and 'Ford Stories' And user guides and playbooks for the markets. Carefully balancing consistency and creative flexibility.
We maintained a clear relationship with the parent brand — sharing enough visual and tonal DNA to feel cohesive — while carving out a distinct identity that speaks to their specific audience.
BRAND GUIDELINES AND CAMPAIGN
CONSISTENCY GUIDES
Underpinning all of this were the brand guidelines — I worked closely with the Global team to develop Europe specific guidelines including, logo usage and spacing rules to voice and tone principles and digital-first specifications.
Giving our market teams and agency partners a shared foundation from which to move quickly and confidently, ensuring every touchpoint — whether a paid social asset, a product label, or an OOH execution — reinforces the same cohesive brand story.
Over twelve years working for Ford. I launched four redesigns of the platform. Taking the website from a patchwork of disconnected promotions and services to a smart, customer-centric platform.
Working closely with the product designers we finally launched 'FDS' a comprehensive design system.
FOUR ITERATIONS, TWELVE YEARS OF FORD PLATFORM
From bespoke launch experiences like the Mustang Launch and F150 experience pages to making the Ford Ecosport fully available to buy online. FDS now works for twenty markets in multiple languages, all with market specific customer and product requirements.
20 CAR MODELS IN 20 MARKETS
FOUR ITERATIONS, TWELVE YEARS OF FORD PLATFORM
Over twelve years working for Ford. I launched four redesigns of the platform. Taking the website from a patchwork of disconnected promotions and services to a smart, customer-centric platform.
Working closely with the product designers we finally launched 'FDS' a comprehensive design system.
20 CAR MODELS IN 20 MARKETS
From bespoke launch experiences like the Mustang Launch and F150 experience pages to making the Ford Ecosport fully available to buy online. FDS now works for twenty markets in multiple languages, all with market specific customer and product requirements.
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https://danthorpecreative.framer.website/
Created by Dan Thorpe
Brand creative Director specialising in Automotive. Strategic Content.
UX and UI design. Scriptwriting and storytelling. Art Direction and Brand positioning
Site content
Brand Guardianship
Brand Stories
Brand Conetn
Brand Campaign
About me
Contact
https://danthorpecreative.framer.website/
Created by Dan Thorpe
Brand creative Director specialising in Automotive. Strategic Content.
UX and UI design. Scriptwriting and storytelling. Art Direction and Brand positioning.
Site content
Brand Guardianship
Brand Stories
Brand Conetn
Brand Campaign
About Me
Contact
https://danthorpecreative.framer.website/
Connect with