Client
Ford Motor
Company
Roles
Leadership
Creative Direction
Product Design Lead
Industry
Automotive
Region
Europe
Date
2019-2022
Client
Ford Motor Company
Roles
Leadership
Creative Direction
Product Design Lead
Industry
Automotive
Region
Europe
Date
2019-2022
Client
Ford Motor Company
Roles
Leadership
Creative Direction
Product Design Lead
Industry
Automotive
Region
Europe
Date
2019-2022
Helping
Business
Thrive.
With Commercial Vehicles making up over 80% of Ford’s business in Europe, the need for a business-first approach to vehicle connectivity was clear. Using base technology from the FordPass Passenger App, we customised the utility for busy professionals who had specific utility needs.
With vehicle health, productivity and security at its core, the application ran a bespoke design system, created to align to the master brand but give the product a professional appeal.
Focussed
Product
Features.
Features we accessed against the needs of the small business owners to keep their vehicles on the road, maximise up-time, and therefore, maximise profit. A snapshot homepage allowed users to get going with their day with a full vehicle briefing that would adapt to the most critical feature information.
Customised to each vehicle.
Uptime is key to small business success. FordPass Pro was developed to respond to specific data points from the vehicle, ensuring owners were aware of issues before they became issues. This covered key indicators such as Adblue, Oil Level, and servicing. It also extended into heightened Security offerings, enabling vehicle tamper notification, tracking, and stolen vehicle alerts.
Designed for both the driver (sole-trader) and the business owners, multiple vehicles could be managed within the application, allowing for fleet mode to track and communicate between vehicles and keep everyone in the know.
Aware. Always.
The Guinness Website brief was to identify the need role of a site and then map it’s road to market. This includes stakeholder mapping, data and traffic research, competitor analysis, information architecture, User Experience, User Interface and Interaction Design. Once integrated into the CMS, specific areas of the Guinness website were customisable to local markets.
Promoting
Utility.
Creating a communications platform.
Educating customers to understand the benefits FordPass was an important step in having customers enable their onboard modems and unlock their vehicles full potential. A Creative Positioning guide, created a benchmarked strategy, tone of voice and execution platform to roll out communications across all channels.
Created Local. Delivered Global.
Not only was the application localised, but all communications needed to be adapted across all markets to encourage engagement. Created locally, rolled out across continents. Always at pace, always on brand.
Created Local. Delivered Global.
Not only was the application localised, but all communications needed to be adapted across all markets to encourage engagement. Created locally, rolled out across continents. Always at pace, always on brand.
Served
up on
social.
Sweating Assets
Using film assets produced to create product films, cut downs of feature-led utility were created to push across owned social channels and target towards existing and new owners.