Lincoln Black Label
I had the privilege to design the new Lincoln Black Label brochure while working at Global Team Blue as an Interactive Art Director for the CRM Team. The Lincoln Black Label began at the end of 2014 and was an upscale, customized vehicle interior that included membership perks for buyers. These membership services were a new top-of-the-line spec for all upcoming Lincoln models for at the time, Lincoln’s new MKC crossover and MKZ sedan
— The Challenge
Challenge & Solution
How do you take an already clean, sophisticated, luxurious look and feel of a brochure, and then turn it upside down, 180 spin and make it more intriguing, youthful, and edgy? Looking back at this project, it wasn’t about something new and different but how do you incorporate this twist and expose a new generation to Lincoln.
This was a unique service that brought the indulgence and exclusivity of a luxury vehicle to the Lincoln customer by offering personal perks that made every aspect of ownership easier, more convenient, and most importantly luxurious. When selecting a Black Label theme, the dealer would come to the customers — at their office, home, etc. — and showcase the different packages that included four interior “themes” that were not limited to, high-scale leather, suede, and wood details. As a Creative, it was important to design a brochure layout that not only showcased the unique customization features, but also a customer experience that was sleek, user friendly, and most importantly eye-catching to the viewer.