In 2021, Ghost was undergoing a pivotal transformation, shifting its focus from a direct-to-consumer model to a more strategic B2B approach aimed at Original Equipment Manufacturers (OEMs). This marked a critical moment in the company’s evolution, requiring a brand overhaul that would reflect this new direction while maintaining its appeal to both consumers and OEM partners. Ghost needed to reposition itself as a trusted technology partner for OEMs, offering seamless integration of its cutting-edge autonomous driving systems, while also continuing to build credibility and consumer trust in a rapidly evolving marketplace.

Ghost’s pivot away from a consumer-first strategy was driven by a need to emphasize its modular, scalable technology designed for easy integration into vehicles produced by OEMs. This wasn’t just a brand exercise—it was about redefining the company’s role in the industry. As Ghost's CEO put it, “We realized the future wasn’t just about making our own cars; it was about making every car smarter. This pivot allowed us to think bigger, to become the backbone of autonomy rather than just another player in the field” .

With this transformation, the goal was to create a brand that would inspire trust and confidence for both technical partners and consumers—representing invisible sophistication that worked behind the scenes to revolutionize the driving experience.