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"Only this team would have been able to pull off this huge effort. So grateful to have worked with you all."
Jim Gawron, Ford Pro Chief of Staff
Project Background
With the unveiling of the F-150 Lightning Pro, Ford needed a way to communicate to its millions of global fleet customers that it was listening to their biggest concerns about electric vehicles.
The Ford Pro homepage outlines the automaker’s strategy to support commercial operators with telematics, charging infrastructure and a lower total cost of ownership.
Creative Process
I worked with executive leadership, UI and UX designers to adapt language from draft speeches and news releases into tight, customer-facing web copy to drive sales of "the most important EV."
Copy that conveys Ford not only has a comprehensive strategy for commercial EV customers, but the scale and expertise to seamlessly integrate the F-150 Lightning Pro into existing fleets.
Team Goals
・Keep copy light and informative
・Don’t sacrifice readability for technical detail
・Ensure strategic goals are presented clearly
Tone
Confident and optimistic
Final Results
Ford took over 20,000 F-150 Lightning pre-orders in 12 hours.
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“The response has been great. We're off to the races."
Jim Farley, Ford Motor Company CEO
Creative Team
Executive Creative Director: Scott Lange
UI Designer: Aaron May
UX Designer: Jeff Miller