FORD MOTORS
Built for Texas
art direction
design system
integrated campaign
The Problem
Ford’s national creative provided consistency—but lacked relevance at the local level.
In Texas, where terrain, lifestyle, and use cases vary widely, dealers needed work that felt specific to their audience. The challenge was to create a distinct regional approach while maintaining alignment with the broader Ford brand across their entire ecosystem.
The Approach
The work spanned a broad ecosystem—from broadcast and out-of-home to local programs and partnerships—requiring a system that could scale.
“Built for Texas” served as the platform, supported by a flexible design system that used the shape of Texas as a unifying visual through line across every touchpoint.
The Outcome
The work gave Texas dealers creative that felt true to their audience—moving away from generic national imagery toward a more regionally grounded approach.
The result was a stronger, more authentic presence across the Texas market.
