2022-2023: Branding, Web, App, & Design System
Ford Drive: Ford’s first direct-to-customer EV subscription service. Available to rideshare drivers (Uber for example), the Ford Drive service helps to democratize electric vehicle (EV) access while reducing the carbon footprint in urban areas. The Ford Drive service offers a flexible lease that allows rideshare drivers to select their Mustang Mach-E with zero money upfront and no long-term commitments. The vehicle is delivered to the driver within two weeks, and they use the Ford Drive app to manage payments and service. In each city, the Ford Drive team works with local dealers to purchase a fleet of Mustang Mach-Es. Service and maintenance of those vehicles is included in the subscription.
As Sr. Brand Designer, my contributions included: Brand identity, brand guidelines, design collaboration on the website and app, swag, and marketing materials. Ford Drive was a measurable business success – exceeding Ford’s target launch goal.
User Need: Uber drivers wanted to focus on customer service but were constantly juggling other information and trying to optimize their routes.
Design Solution: A centralized tool to help organize information and offset the cognitive burden of optimizing data.