Ford Money
I was involved with Ford's new financial venture from the start. The agency, GTB, gave me plenty of autonomy, allowing me to work directly with the client on everything from brand positioning, values and mission statement to the tone of voice, and applying it to all prospect and customer contact points.
Tonally clear and reassuring, the site included plenty of functional, directional (UX) copy helping visitors quickly find the right ISA for them, and walking them through the steps to open an account.
Some brand attributes overlapped with the main Ford brand, while others established what made Ford Money unique.
Along with the site and CRM copy, over 300 legally-required communications were also required, covering everything from enquiries to confirming deposits and withdrawals. Added to this were system constraints: there were character limits for each line of copy, and only so many lines of copy per letter (one-side, A4). This was a major editing job to ensure they delivered the information needed in Ford Money's own voice.