Product Story Architecture
Unique vehicles, shared values
I created our unified architecture of “North Star” vehicle stories under the Fisker Brand banner.
• Each EV: Designed for its unique customer, harmonized by shared values and language.
• Individual qualities: Defines each EV’s class, quote, promise, description, four best-in-class USPs, and “Who is it for?”
• Collective story: Uses founder’s voice and emotionally reflects how each EV delivers sustainability, design, and innovation.
These core ideas were the basis for product storytelling across every business unit at Fisker.
Naming
California, Nature, Sustainability
I was a leading voice in Fisker product and feature naming, vesting high-touch design features with brand values.
We created systems built on California, nature, and sustainability, naming over 75 color, product, feature, and business names.
We used these naming systems to bond with fans’ memories, emotions, and desires.
Roofs: BigSky, OpenSky, SolarSky.
Wheels: AirGlider, SlipStream, AeroStealth, Vortex.
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.
Interiors: Black Abyss, MaliBlu, SeaSalt.
Drive Modes: Earth, Fun, Hyper, Boost, Snow, Off-road.
Features: Smart Traction, California Mode, Hollywood Mode, Revolve, Doggie Window, HyperSound, See Me Signal, Limo Mode, Taco Tray, Button Bar, EcoFabric.
Trims and packages: Sport, Ultra, Extreme, Force-E.
Batteries: Touring Range, Hyper Range
V2X: PowerBank, PowerHouse, PowerShare, PowerCar.
Technology: Fisker Intelligent Pilot (ADAS), BLADE (zonal compute system for PEAR, Ronin, SDVs), Central Touchscreen, Driver Console, MyFisker mobile app.
Digital Features: Find My Fisker, Fisker Activate, Trip Planning, Guardian Mode, School Zone Mode, Adventure Mode, Valet Mode, Vehicle Snapshot.
Special Editions: Fisker Ocean ONE launch edition. Research, story structure, ideation for Monetery edition, Jane Goodall edition, concept projects.
Business Units: Fisker Finance, Fisker MagicWorks, Fisker Lounges, Fisker Insurance, FiskerFLEX Charging Card.
Service: FAST tool, Fisker Centers+.
Other digital features, digital products, concept vehicles, proposed features.
“Not Naming”: elected to “not name” 100+ features, focusing on keeping simple / familiar / industry-standard terms unchanged.
Ocean Brochure
Dynamic. Driver-centric. All-electric.
To connect Fisker’s brand values of Sustainability, Design, and Innovation to the Fisker Ocean SUV, I wrote Ocean product stories 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.
Color Stories
Beauty, delight, connection
Rich CMF design choices like colors, interiors, and wheels 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.