UX MKZ

When Lincoln launched the redesigned MKZ, it also reintroduced its original name—The Lincoln Motor Company—as a nod to its 90+ year heritage. Aware that younger audiences might feel disconnected from the brand’s legacy, I conceptualized an interactive smartphone app designed to bridge past and present through storytelling and innovation.

The app paired with the printed MKZ brochure. Hovering a smartphone over a vehicle image triggered a dynamic overlay showing the same angle from a vintage Lincoln ad. With a simple swipe, users could toggle between then and now—offering a powerful visual comparison that reframed the brand in a fresh, emotionally resonant way.

This engaging experience deepened customer connection and elevated perception of both the Lincoln brand and the MKZ. It not only helped reshape the narrative, but also demonstrated how legacy and innovation can coexist in modern marketing.