Brand Workshop
Facilitator & Designer
Ford Motor Co.
Summary
Ford was undergoing one of the largest organizational shifts in its history as teams transitioned to Agile ways of working. The Transformation Office needed more than a visual identity; it needed a clear brand, consistent messaging, and communication tools that could help employees understand and embrace change. I partnered with executive leadership to build the brand behind Ford's transformation, translating complex initiatives into clear, engaging communications that employees could actually connect with.
The Challenge
Communicating Massive Change: Translating abstract, complex Agile transformation initiatives into digestible concepts for a global workforce.
Defining Distinct Identity: Helping both the Transformation Office and Ford Labs establish their specific vision, purpose, and values within a legacy corporate structure.
Fragmented Internal Touchpoints: Aligning communications so the brand experience remained seamless and high-quality, from executive decks down to daily employee platforms.
The Strategy & Approach
Alongside strategic communications, I designed and facilitated brand workshops for both the Transformation Office and Ford Labs, helping each team define its unique positioning. Those workshops became the foundation for comprehensive brand books, messaging frameworks, and global brand guidelines. Beyond brand development, I tackled the digital employee experience, redesigning internal platforms and crafting campaigns to directly support the rollout of Agile across the organization.
My role included:
Brand Strategy & Workshop Facilitation: Designing and leading foundational brand workshops to map out vision, values, and positioning.
Corporate & Executive Communications: Partnering with executive leadership to write and design high-level presentations and internal campaigns.
Creative Direction & Visual Identity: Developing comprehensive brand books and global brand guidelines to ensure a shared identity and consistent voice.
UX Strategy & Digital Content: Redesigning the team's internal SharePoint experience to drastically improve usability, digital content flow, and daily employee engagement.
The Impact
The work gave both organizations a shared identity, a consistent voice, and a practical communication toolkit that actively helped support Ford's massive Agile transformation.
Unified Organizational Voice: Established a strategic framework where messaging remained perfectly aligned across both distinct teams.
Seamless Multi-Platform Experience: By combining strategy, storytelling, and design, the brand experience remained entirely consistent from executive presentations to employee-facing digital platforms.
Improved Employee Engagement: Upgraded standard internal communications into an intuitive, user-friendly digital ecosystem that made company-wide changes easier to navigate.