2022–2023: Branding, Web, App, & Design System
Ford Drive: Ford’s first direct-to-consumer vehicle subscription service. Available to Uber drivers, the Ford Drive service helped democratize electric vehicle (EV) access while reducing the carbon footprint in urban areas. The service offered a flexible lease that allowed rideshare drivers to select a Mustang Mach-E with zero money upfront and no long-term commitments. Once the vehicle was delivered—typically within two weeks—drivers used the Ford Drive app to manage payments and maintenance. In each city, the Ford Drive team worked with local dealers to purchase a fleet of Mustang Mach-Es, with all service and maintenance included in the subscription.
User Need: Uber drivers needed a flexible, short-lease vehicle option and a way to save on fuel costs. Additionally, Ford Drive was created to ease the cognitive burden for drivers by providing a centralized space for service, managing payments, and mileage tiers.
My Role: As Sr. Brand Designer, my contributions included the brand identity, brand guidelines, and marketing materials. I also collaborated on the UX and UI design for both the website and the app.
Design Solution: We created a centralized tool to help organize information and offset the cognitive burden of data optimization. Ford Drive was a measurable business success, exceeding Ford’s target launch goals.
Expansion: Ford Drive launched its pilot in San Diego in August 2022 and expanded to include San Francisco and Los Angeles in June 2023.