I lead the task of refreshing the Ford brand in Europe. We managed to convince the client that we should let the Ford script break free of the blue oval so we could use it as a campaign device to talk about Ford as a cultural icon. Over the next 10 years I was instrumental in evolving the Ford brand. I made 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.