A project I worked on during my time at Wieden and Kennedy. Ford wanted to collaberate with Sydney Sweeney on a line of Sweeney inspired workwear meant to inspire women to pursue automotive care and break the stigma of mechanics only being a man's job. This came to fruition because Sydney owns and actively works on a number of vintage Ford Broncos.
I had the amazing opportunity to come up with the branding of the entire experience. I chose to stick to something more mechanic related. I didn't want the logo itself to be very stereotypically "feminine", and instead let the apparel and colors be informed by Sydney's interests.
The project started with the creation of a patch, and evolved into an entire experience with the help of the Wieden team.
Creative Direction by Stuart Jennings, Eric Helin. Copywriting by Jen Hubbard. Art Direction by Laura Bailey. Design by Me, Henry Jinings and Malithi Gunawardena