You may not have heard of them, but you’ve sat on their wares. Adient is a new independent company, formerly the automotive seating division of Johnson Controls. In their former guise, they made seats for just about every car manufacturer in the known universe. But they had to vie for resources under a parent company involved in fields as disparate as batteries and corporate real estate management.


The seating division hired Futurebrand, a global branding agency in the Interpublic Group, to create its new independent identity. Futurebrand hired me to write the branding and tone-of voice style-guides for the new company.

I worked with the strategy team, the account team, and the art directors to distill all of the branding ideas into a document that could be easily understood by both the client and its ad agencies. The style guide will be translated into over a dozen languages.