The Lincoln Way
Working with Ford, we helped implement a suite of services geared towards Lincoln owners called The Lincoln Way. It's your dashboard for the Lincoln experience, whether you own your Lincoln or are just using one temporarily. The Lincoln Way app was the most downloaded and highest rated automotive app on the App Store after its launch, and continued to be so for over a year.
A variety of custom backgrounds match the driver’s geography and exact vehicle and trim level.
Simplicity first
The Lincoln Way app was strikingly modern for a company which struggled with brand perception. The core demographic was significantly older than most in the automotive category, but we needed to transition to a younger, more urban demographic. The app had to balance both. So we made the controls ultra simple and intuitive while being clean and thoroughly modern.
The app’s built-in features help you find the best deal on local parking and fuel, help you locate a local Lincoln hub, or a point of interest from popular places or an upcoming appointment.
Web experience
The Lincoln Way is more than an app. It’s a suite of driver and owner tools organized around making car ownership more beneficial to the driver, and removing some of the drawbacks of having a vehicle. We developed a web presence and in-dealership program to help launch and sustain the initiative.
Program branding and standards
As part of our launch of The Lincoln Way, we developed a comprehensive brand and a set of brand standards for the service, including a language guide, color palette, typography standards, and icon & symbol library.
The typeface Miller, drawn for print applications in 1996, was ill-suited for screen presentation. I worked to standardize a new version of the Miller Typeface with modernized letterforms, and optimized for screen display.
