You don’t get many briefs like this in a career. Certainly not at the beginning of one.

I was so fortunate to play a key role in reintroducing The Lincoln Motor Company.

The brand had slowly dismantled itself over the years, and it was our job to build it back. From reclaiming its original name to reimagining how a luxury automotive brand could show up in culture. We reinvented the wheel with people and design at the center.

We rebuilt everything: brand identity, storytelling, innovation, partnerships, product launches. Nothing, not even the coffee brewed in the new retail experience, was untouched.