A New Class of Service
Experience / Store Design
Shortly after the Lincoln Motor Company launched their new brand identity, Ford and AOR, Team Detroit selected FITCH to assist with the corporate rebranding of their Lincoln Dealership Service Areas. They needed a desirable consumer experience and strategically designed elements for the service area that would complement the new Lincoln Trustmark Design. A holistic approach to all ownership products and programs, including Lincoln Genuine Accessories, Owner Advantage Rewards, and Lincoln Credit Card, would need to be developed.
We had access to over 100 stakeholders, from the C-suite & executive team at Ford + the leadership team at Team Detroit down to the regional marketing & sales managers of the dealership network. The discovery and research phase – including co-design sessions, competitive audits, shop-alongs, ideation sessions, and interviews (lots of interviews) – proved to be time and money well spent. The output gave the design team all the information and insights they needed to seamlessly blend the rebranded Lincoln Motor Company into their new environs, creating a new class of service.
CREDITS
Agency: FITCH
– Managing Director Stephen Jay
– Account Director Brett Langolf
– Account Manager Dave Demarchi
– Project Coordinator Desiree Muller
– Strategy Director Bob Taylor
– Insights Researcher Stephanie Birtle
– CD of Visual Merchandising Deb Camarota
Client: Ford / Lincoln
– Service Experience Manager Enza Sleva
– Owner Advantage Manager Jennifer Boyer
– Marketing Manager Shelly Grzegorczyk
– Zone Manager Christopher Aaron
– Great Lakes Market Specialist Brad Clissold
Client: Team Detroit
– Management Supervisor Julie Daniels
– Brand & Creative Strategist Chip Humitz
