THE ARTISANS OF LINCOLN: BLACK LABEL
Lincoln Black Label is the highest expression of luxury for the Lincoln brand. It's built around several carefully curated design themes, each designed to evoke a particular feeling ("Oasis" is meant to inspire feelings of calm, "Indulgence" creates a feeling of decadence, and so on). Of the most important elements in pulling these design themes together are color, customized for the project, and materials, some of the finest available - and often new to the automotive world.
To tell the Artisans story for Black Label, we not only spoke with the design team, but with some of the materials partners, including the leather smiths. It was a treat to learn about the design process from selecting wood species, to establishing criteria for leather hides.
These stories were used extensively across social channels and the enterprise website, with long form content on Lincoln Now.