Launch of a new business platform for Ford Motor Company in partnership with Uber. Project included development of a new brand, Ford Drive, along with a new digital design system, website, mobile app, and in-vehicle services for highly rated Uber drivers. I specifically worked on the brand identity, marketing material, brand guidelines and UI of the website/app, alongside the brand team.
The Logomark: Ford Drive's logomark exudes movement and energy to portray the essence of the brand. It invites all people to pursue goals and make dreams a reality, while promising a better tomorrow for the world and everyone in it. The Ford Drive brand is inclusive, sustainable, empowering, and accessible. The logotype was designed to represent Ford's innovative mobility solutions, while retaining a firm connection to the fortitude of the blue oval parent brand. Subtly consistent radiuses coupled with open spaces along the top of "Drive" connote fluidity of movement, while complementing the Ford Script. Strong angles along the bottom half relay foundational stability.