Case Study · Ford Motor Company · Aviation & Transportation
Driving Reconnection: Designing an EV Experience That Inspires Ecological Adventure
With the launch of its next-generation electric SUV, Ford envisioned more than just a vehicle — they imagined a lifestyle. Partnering with geniant, they created Frontiers: a digital-physical ecosystem designed to reframe the long-distance EV journey as a joyful, immersive, and sustainable adventure.
Frontiers
a new adventure ecosystem
From curated gear to generative soundscapes, Frontiers transforms the EV road trip into a purposeful, immersive experience rooted in sustainability.
Joy, not compromise
reframing EV adoption
We helped Ford shift the narrative — positioning electric mobility not as a limitation but as a catalyst for meaningful, confidence-driven exploration.
The Opportunity
Reshaping public perception — turning EV hesitation into confidence, joy, and purpose.
Ford faced a dual challenge: reshape public perception around EV range and usefulness in long-distance travel, and position their electric SUV as a catalyst for adventure rather than limitation. Customers were excited about sustainability, but hesitant to fully embrace EVs for road trips. The emotional barrier wasn't just about charging — it was about confidence, joy, and purpose in the journey itself.
The Solution
Frontiers — a deeply layered experience ecosystem blending service design, digital interfaces, and physical environments.
We co-created Frontiers as a multi-layered experience ecosystem. "Curated Provisions" — physical retail spaces stocked with sustainable gear — invited EV drivers to outfit their journeys with purpose. Real-time vehicle interfaces delivered personalised journey adjustments, while generative soundscapes played in sync with natural surroundings to heighten presence and reflection.
A "Pathfinder Compass" helped orient drivers in signal-free zones, AR-enabled "Digital Discovery" created playful rewards tied to real-world exploration, and "Frontier Credits" rewarded sustainable choices — building a pioneering community around responsible, joy-filled adventure.
"Through Frontiers, we designed a digital-physical ecosystem that inspires exploration, builds confidence in electric mobility, and transforms long-distance travel into an immersive, purpose-driven adventure."
Expertise
- Digital Product Design
- Customer Experience Strategy
- Service Design
- Visual Identity
- Strategy
Industry
Aviation & Transportation
Capability
Digital
