I was involved with Ford's new financial venture from the start. GTB gave me a great deal of autonomy on this, meaning I was able to build a flowing, collaborative process with the clients that ran through all work - from brand positioning, strategy, tone of voice creation and its application to all customer contact points.
Tonally, we kept things clear and reassuring. The site included lots of functional,
directional copy to guide visitors to the right savings account for them.
Content for each savings account was structured by tabs. This way, visitors could quickly scan the main benefits of each account and see if it was right for them. If it was, deeper, detailed content was available by clicking or tapping different tabs.
Some of the brand's main attributes overlapped with those of the Ford Motor Company, while others helped establish what makes Ford Money different.