The artisans of lincoln: MKC
ARTISANS PHOTOESSAY
The Lincoln MKC was the first vehicle completely designed by the new dedicated Lincoln team, and the energy in the design studio was different for this project than what I had noticed for the MKZ.
Many of the craftsmen who work in the studio grew up in Detroit, and come from a long line of auto workers. There seemed to be a gravity surrounding the launch of this vehicle as all hands were on deck, working to save this legendary American brand.
This community knows everything there is to know about cars; their eyes are trained to adjust shapes by millimeters; and while they have the finest machines that money can buy, they rely on their bare hands to perfect the finishing touches on their design models - still formed from clay, like they were in the beginning.
Nearly everyone I spoke with had a story about their uncle or their grandpa working for the old Lincoln, and I could hear the awe in their voices as they spoke about the day they first began to apprentice in a local shop, and the day they came to work in the studio. Listen to a few stories like this and you'll understand, it's not just a brand to them, it's a family.
We tried to capture some of that knowledge, love, and pride in this content; and we tried to dig a little deeper into the inner workings of the design team.
This content was created for digital/social, and was subsequently used in a number of brand and partner channels for an array of audiences. We also created micro-stories for weekly social posts from the design studio, entitled #MakerMondays.
Long form content can be found on Lincoln Now here.
