BRAND STRATEGY AND ARCHITECTURE

Our journey started with a worldwide audit, took in opposing factions within a global executive committee and ended with the unveiling of the first standardised blue oval in nearly 50 years on top of Ford HQ in Detroit.

Our work involved integrating across multiple stakeholder groups to solicit insight and support for our strategic and creative proposals, as well as conducting a comprehensive audit of the brand. This revealed 31 different versions of the oval in use throughout the business. In such a complex situation, we knew our solution needed to deliver simplicity.