Ford: Lincoln: MKX

As the product manager for the Lincoln MKX campaign, I played a crucial role in the brand’s repositioning efforts during a challenging period for SUV/Car crossovers. Recognizing the need to shift away from the previous “outer space” imagery, I led the strategic approach of bringing the brand “down to earth.”

Drawing inspiration from modern architecture, our aim was to convey a grounded and artistically elegant brand image. This approach allowed us to maintain a sense of relatability while showcasing sophistication. By embracing clean lines and finding inspiration in practical design elements, we struck a balance between functionality and aesthetic appeal.

Working closely with a talented team, I ensured that the campaign messaging and visual elements aligned with our new direction. Through collaboration with designers and marketers, we crafted a cohesive and compelling brand story that resonated with our target audience.

The successful execution of the campaign, under my guidance as the product manager, resulted in the 2011 Lincoln MKX being perceived as a stylish and versatile luxury vehicle. By capturing the essence of modern architecture, we positioned the brand to appeal to consumers seeking elegance and practicality in difficult economic times.