The North American International Auto Show in Detroit is a premier industry event that draws insiders and journalists from around the world and, once again, Ford had the largest display at the show. Our first challenge was to cohesively brand this giant space. Second, we had to use familiar Ford colors and imagery in new ways that would help communicate Chairman Bill Ford’s dynamic vision of giving the world more freedom to move by transforming Ford from an automotive to a mobility company.
We created a dynamic, visual language around the concept of Pulse, that captured a feeling of movement connecting every element and destination within Ford’s sprawling display. This coordinating principle infused all graphic expressions, dialed up or down in response to audience need. Large-scale immersive walls delivered a sense of immersive movement through a light motif. Information panels used a recessed wave pattern to maintain our concept of motion without overwhelming user experience.
