Design Manager Solomon Song discusses the importance of narrative clarity

Lincoln has anchored their recent brand revival on the foundation of ‘Quiet Luxury.’ It is a message that has become the basis for product development, marketing, and Lincoln’s sales experience. PSFK had the opportunity to chat with Solomon Song, design manager at Lincoln, about the origins of the Quiet Luxury brand narrative during a drive of the refreshed 2017 MKZ.

Where exactly did the Quiet Luxury term come from?

We needed to give a manta or title to our designers to make them focus. The design boards we create for Lincoln projects, that mantra is on every board of the project. And we prescriptively say that this has to be instilled in each of the designs but in a unique way. So there’s an underlying current that is always constant, but above that, it is always different.

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