LINCOLN SOUND

After several years of crafting sound for the Ford brand and designing new experiences, I was moved over to do the same for the Lincoln brand. Lincoln is a luxury brand, with a much different product offering and a very specific target archetype. A few prior to my onboarding the brand had done some amazing work with the Detroit Symphony Orchestra creating a beautiful set of chimes. But the need for an overarching sound strategy had become evident. I decided upfront to build on the equity of DSO, use it as a foundation. With the new customer, being younger and more tech savvy, I went straight to one of my lives passions, Electronic music. It seemed the perfect combination, seeing as new crops of young electronic composers have been emerging in the music scene for the last decade. It also allowed us to clearly define the sonic ingredients and begin composing across the ecosystem if diverse branded experiences.