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FORD

SERVICE

FORD

SERVICE

FORD

SERVICE

The Brief
Despite being a vital pillar of the Ford business, Ford Service (FCSD) had been visually and tonally overlooked for years. Its brand presence had fallen behind, relying on dated photography and inconsistent messaging that no longer reflected the quality, scale, or trust associated with Ford.

Its brand presence had fallen behind, relying on dated photography and inconsistent messaging that no longer reflected the quality, scale, or trust associated with Ford.

The Brief
Despite being a vital pillar of the Ford business, Ford Service (FCSD) had been visually and tonally overlooked for years. Its brand presence had fallen behind, relying on dated photography and inconsistent messaging that no longer reflected the quality, scale, or trust associated with Ford.

Its brand presence had fallen behind, relying on dated photography and inconsistent messaging that no longer reflected the quality, scale, or trust associated with Ford.

We introduced a set of creative guardrails that clearly defined tone, language, and visual direction.

From still photography to live-action content, we replaced ageing assets with a refreshed visual library that felt human, premium, and service-led, while remaining grounded in Ford’s core values. This established a clearer, more confident identity.

We introduced a set of creative guardrails that clearly defined tone, language, and visual direction.

From still photography to live-action content, we replaced ageing assets with a refreshed visual library that felt human, premium, and service-led, while remaining grounded in Ford’s core values. This established a clearer, more confident identity.

Ford service came to us with a problem. An image problem. They were struggling to attract service technicians.

If we think of service technicians we often picture rough looking mechanics covered in tattoos and engine grease working in dark, noisy and dirty conditions. That couldn’t be more different to the modern reality of being a Ford Service Technician. We decided to film a manifesto challenging these preconceptions.

As a Ford service technician you’re a highly skilled, tech savvy problem solver. A detective, magician and scientist all in one blue overall. You’re a hero of Horsepower.

https://danthorpe.co.uk

Created by Dan Thorpe


Brand creative Director specialising in Automotive. Strategic Content.

UX and UI design. Scriptwriting and storytelling. Art Direction and Brand positioning

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https://danthorpecreative.framer.website/

Created by Dan Thorpe


Brand creative Director specialising in Automotive. Strategic Content.

UX and UI design. Scriptwriting and storytelling. Art Direction and Brand positioning.

Site content


Brand Guardianship

Brand Stories

Brand Content

Brand Campaign

About Me

Contact

https://danthorpecreative.framer.website/

Connect with

https://danthorpe.co.uk

Created by Dan Thorpe


Brand creative Director specialising in Automotive. Strategic Content.

UX and UI design. Scriptwriting and storytelling. Art Direction and Brand positioning

Connect with

Site content


Brand Guardianship

Brand Stories

Brand Content

Brand Campaign

About me

Contact