The Challenge

When WheelHouse, a leader in immersive OEM brand experiences, was pitching Ford, the stakes were high. Their programs—from Ford Mustangs on racetracks to F-150s flying over dirt trails—already redefined how customers connected with the brand. But Ford needed proof that these training programs could fuel long-term loyalty and repurchase.
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With just 12 days to deliver, I led the strategic transformation of WheelHouse’s brand positioning and visual identity, ensuring every touchpoint—from environmental design to the pitch presentation—aligned with a clear, compelling growth narrative. The ask wasn’t just speed—it was precision under pressure.

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My Strategic Approach

Insight Development:

I uncovered the core truth that performance drivers aren’t buying just a vehicle—they’re buying the version of themselves that vehicle represents. This shifted our focus from features and specs to identity and aspiration.

Strategic Framework:

Brand Promise: WheelHouse creates your connection to the soul of your machine.

Opportunity: Transform ownership into brand advocacy.

Reason to Be: Elevate the relationship between human and machine.

North Star: Awaken their drive.

I guided the creative team to build all deliverables around this framework, ensuring every decision, from language to layout, reinforced the emotional power of the brand.

Execution Leadership:

I coordinated brand messaging, environmental design direction, and pitch deck storytelling, keeping cross-disciplinary teams aligned and on pace despite the aggressive timeline. My role was not just to generate the strategic foundation but to ensure it was faithfully translated into every execution.

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The Results

Delivered an insight-led brand platform that secured executive alignment in days, not weeks.

Produced a pitch deck that resonated with one of the world’s largest automobile manufacturers.

Directed interior and exterior environmental concepts that visually embodied the brand’s promise.

Enabled WheelHouse to present with confidence and cohesion, resulting in a successful new OEM partnership.

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Why It Matters

WheelHouse needed more than a new look—they needed a brand story that would inspire lifetime advocacy. ‍

By centering the narrative on the human experience behind machine performance, I helped them articulate a promise that is as unforgettable as their programs. The result: a clear, differentiated positioning that opened doors to new opportunities and put WheelHouse on the radar of the automotive world’s biggest players.