We began by introducing a component library, replacing outdated designs with patterns that let us prototype and deploy custom content quickly. With no room for downtime on Ford.com, we redesigned the site section by section, starting with the functionality doing the heavy lifting. For the nameplate experience, we took a "show, don't tell" approach, using high-impact content to tell a compelling brand story. With a new generation of EVs and a simplified product lineup, we rebuilt the product experience as a bolder entry point to the customer journey, with an updated tone of voice and rebriefed film and photography under a more dynamic art direction.