gerald ford aurora

Gerald Ford Aurora - Gerald Ford's marketing concept was rooted in the national standards of the Ford brand, but was allowed to grow and flourish with some design improvements. The process started with changing the layout for better flow, improved visual impressions and an updated general material layer.

We have taken the current Covid situation as an opportunity to rethink how we greet customers upon entry. Gone is the old front desk, which was a magnet for chaos and created a negative first impression. The new payment kiosk will be staffed by a member of staff who will welcome guests and focus on customer experience and engagement. Visitors can check in at the kiosk tablet, which acts as an electronic queuing system. This new module creates a more inviting space and allows cars to spread out more, facilitating better circulation.

Gerald Ford Aurora

The customer lounge is an open area defined by material differences. In the TV viewing area, we added a special modern linear felt acoustic ceiling and indoor carpet to control sound and enhance the customer experience. This area is anchored by the renovation of the existing fireplace. The new look is sleek and modern, with a linear flare. The fireplace is double-faced and provides a view from the manager's office as well. The Cafe Zone hospitality counter has been developed to brand standards to be more functional to the way the sales representative uses the area. Running through the space is a dark gray brick wall that tells the story of the Gerald brand and has an area that highlights Ford's rich history. All of these design considerations create a rich, immersive brand experience that aligns with Gerald's marketing ideals and the Ford brand.

Fall State & Hill: Innovation For The Public Good By Gerald R. Ford School Of Public Policy

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