Over the two decades I wrote over 1000 pages of guidelines for Ford's European Marketing Communications. In 2013 I became part of the Global Look + Style Governance Team representing Ford of Europe. In this role I worked with all Ford’s lead WPP agencies; Ogilvy, Wunderman and Mindshare, collectively knows as GTB (Global Team Blue), as well as Imagination too.
Besides developing the guidelines and giving creative direction, I helped markets and agencies across Europe interpret the guidelines, provide support on a day-to-day basis and approve content for adherence to the guidelines when required. This even covered corporate signage, vehicle liveries and the odd wind turbine too!
I was the creative lead for the launch of the Ford Ka in Britain. This involved redrawing the Ka badge, designing a unique headline font specifically for Ka, besides art directing all the launch material. Having just written the literature guidelines for Ford of Britain, they asked me to to disregard the guidelines and design a cover for the brochure that just had the Ka badge – no car picture or Ford Oval. The solution to keep everyone happy was to add a dust jacket with the Ka badge to a cover that adhered to the guidelines.
As well as the marketing communications, I was responsible for the delivery and support of the Retails Look and Style guidelines, which covers the dealership external architecture and signage, internal interior design and signage, and dealer point of sale, print and digital communications.
Since the launch of FOCALpt back in 1997, the forerunner of today's Ford Vehicle Configurator, I was creatively involved with the development of it’s User Interface (UI) till I left Burrows. It gave me the opportunity to travel and to lead and work with multi disciplined Ford, agency and supplier teams, both in the US and across Europe.
I was asked to develop the brand identity for the 2012 Formula Ford FIA F4 championship of Great Britain and subsequent guidelines covering all aspects of implementation – race cars and suits, event stands and support vehicle livery, merchandising and event marketing communications, besides covering partner and sponsor representation. All this had to work with and within the Ford Global Brand Guidelines.
For the last 3 seasons of Ford’s participation in the World Rally, I’ve been responsible for the development and delivery of the team’s guidelines, covering all aspects of the motorsport.
With the relaunch of the Rallye Sport (RS) Brand in Europe, I was asked to design the new RS vehicle badge as part of a set, which introduced Sports Technology (ST) and the Sport (S) badges that now adorn these cars. There was also the Fiesta S2000 bodykit too.
I was requested to develop the brand identity for a joint venture in Russia between Ford and Sollers, which had to be designed, developed and implemented within 4 weeks. The hardest part of the project was to get the approvals in time to meet the delivery deadline – a case of managing the diplomacy and politics that goes with a joint venture.