Ford Pro is a global business unit within Ford Motor Company dedicated to helping commercial customers of all sizes electrify their fleets, boost productivity through software solutions, and lower total cost of ownership. When I joined Ford, there wasn’t even a finalized logo—so I’ve been involved in every aspect of bringing this brand to life, from strategic positioning to full-scale launch.
To establish Ford Pro as both an automotive and technology brand, we took inspiration from entrepreneurial culture. When a new business needs help defining itself, it goes to an incubator. But when an established business wants to reach its next stage of growth, it turns to an accelerator. Through the lens of productivity, that’s exactly what Ford Pro represents for commercial fleets: “A productivity accelerator for your business.”
The brand launch encompassed everything from foundational brand strategy, identity, and guidelines to a full digital campaign and a complete activation across all touchpoints and audiences—including small businesses, commercial and government fleet managers, dealers, investors, and media. Ford Pro consists of five business lines—vehicles, software, charging, parts & service, and financing—and the real value lies in how those offerings are combined to create integrated solutions. Together, they help customers improve vehicle uptime, reduce total cost of ownership, simplify fleet operations, enhance safety and security, and transition to electric with confidence.
To establish Ford Pro as both an automotive and technology brand, we took inspiration from entrepreneurial culture. When a new business needs help defining itself, it goes to an incubator. But when an established business wants to reach its next stage of growth, it turns to an accelerator. Through the lens of productivity, that’s exactly what Ford Pro represents for commercial fleets: “A productivity accelerator for your business.”
The brand launch encompassed everything from foundational brand strategy, identity, and guidelines to a full digital campaign and a complete activation across all touchpoints and audiences—including small businesses, commercial and government fleet managers, dealers, investors, and media. Ford Pro consists of five business lines—vehicles, software, charging, parts & service, and financing—and the real value lies in how those offerings are combined to create integrated solutions. Together, they help customers improve vehicle uptime, reduce total cost of ownership, simplify fleet operations, enhance safety and security, and transition to electric with confidence.
"We Got You" :90 Brand Launch Video
This launch video provided a broad overview of Ford Pro. It was front-and-center on FordPro.com, used to kickoff every presentation by CEO, Ted Cannis, and a variety of cutdowns were used in paid media.
"Farming Electrified" Partnership Video
This video was used to announce the partnership between Ford Pro and the Sonoma County Winegrowers.
"Ready to Work" E-Transit Launch Video
This video was created to announce the 2022 Ford E-Transit launch; Ford's first all-electric commercial vehicle.
Production: We The People + Hiatus | Director: Nathanael Sherfield
Production: We The People + Hiatus | Director: Nathanael Sherfield
"This is Ford Pro" Executive Leadership Longform Video
Shot in the style of an IPO video, this video shares the Ford Pro vision through the lens of the executive leadership team and was used to support investor relations and employee onboarding.
Concept & Production: Civic Entertainment Group.
Concept & Production: Civic Entertainment Group.
Product & Lifestyle Photography
150+ photos covering all Ford Pro lines of business.
Photographer: Brian Doben.
Photographer: Brian Doben.
Credits:
- Ford Creative Leadership: Iain Lanivich
- Creative Direction: Nathalie Brown (VML)
- Copywriting: Tom Adams (VML)
- Art Direction: Tony Calcao (VML)
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