Brand Identity
Brand Book
At Fisker, we built an all-new EV brand from the ground up. Inspired storytelling with unity and purpose was vital to our brand launch.
I wrote our Brand Identity Guide, defining our mission, vision, brand values, founder story, product architecture, voice and style.
This was the strategic brand storytelling “source of truth” at Fisker, created in deep partnership with Creative Director, C-suite, leadership.
Four versions over 3.5 years, to evolve our clear voice for customers, employees, press, and investors. Used by marketing, comms, creative, HR, and employee education. My most impactful brand-building work at Fisker.
BRAND IDENTITY • Website
Brand Values
To welcome and inspire every customer who approached Fisker, I supervised brand value stories on fiskerinc.com.
ESG Values
Sustainability was “the green thread” running through every decision we made.
Directed by Head of Sustainability, I supervised Fisker Environmental, Social, and Governance (ESG) values story writing on fiskerinc.com.
Brand STRATEGY • Product
Product Architecture
I created a strategic and unified architecture of “North Star” vehicle stories – each EV designed for its unique role and customers, harmonized by shared values and language.
→ Individual: Sets out EV’s class, quote, promise, description, four best-in-class USPs, and “Who is it for?”
→ Collective: Uses founder’s voice, emotionally reflects how each EV delivers sustainability, design, and innovation.
Key strategic product tools used across every business unit at Fisker.
Ocean Brochure
I wrote Fisker’s brand and product stories, connected, for customers and dealers.
Story research and deep engagement with C-suite, product positioning, engineering, software, UXUI, design leadership. 1:1 collaboration with Fisker Creative Director.
Brand STRATEGY • CREATIVE
Naming
Naming creates lasting bonds with our fans’ memories, emotions, and desires.
I was a leading voice in Fisker product and feature naming.
We created naming systems built on California, nature, and sustainability, and over 75 color, product, and feature names within those systems, vesting high-touch design features with brand values and vision.
Roofs: BigSky, OpenSky, SolarSky.
Wheels: AirGlider, SlipStream, AeroStealth, Vortex.
Interiors: Black Abyss, MaliBlu, SeaSalt.
Colors: Mariana, Big Sur Blue, Silver Lining, Horizon Gray, Night Drive, Marine Layer, Great White, Sea Grass, Sun Soaked, Blue Planet, Solar Orange, Black Pearl.
Drive Modes: Earth, Fun, Hyper, Boost.
Features: Smart Traction, California Mode, Hollywood Mode, Revolve, See Me Signal, Limo Mode, Taco Tray, Fisker Intelligent Pilot.
V2X: PowerBank, PowerHouse, PowerShare.
Trims, batteries, features, tech, digital products, business units, special models.
Color Stories
Rich CMF design choices like colors, interiors, and wheels often light the way for drivers to “see themselves” in a vehicle.
I wrote California, nature and sustainability-driven color stories to stir memory and emotionally connect people to their new Fisker Oceans.
Story concept, story structure, research, copywriting. Deep collaboration with vehicle design and CMF design directors.
BRAND STRATEGY • RETAIL
Fisker Lounge Sustainability
Fisker Lounges were designed to inspire visitors to embrace the change to cleaner, more sustainable electric mobility.
Working with Head of Sustainability and Creative Director, I wrote the sustainability messaging in the Lounges, focusing on recycled materials to back up the claim the Fisker Ocean is “The World’s Most Sustainable Vehicle”.
Research, copywriting, editing.
BRAND STRATEGY • RESEARCH + INSIGHT
New EV Customer Journey
During Ocean launch at LA Auto Show, CES, and Mobile World Congress, I saw an opportunity to better understand how our new EV target audiences see Fisker.
On my initiative, I organized team impressions and survey data, and listened to hundreds of customers.
My psychographic analysis of customer types, their questions, and the stories that delighted them was immediately adopted in designing the customer journey in Fisker Lounges, online retail journey, and employee training.
BRAND STRATEGY • INVESTOR RELATIONS
Company Overview
We built Fisker (NYSE:FSR) in the financial press and market every day.
I collaborated with leadership to frame Fisker brand and products for investors, press, and market.
I wrote/story-edited sections on brand positioning, product architecture, USPs, engineering, and technology.
