Our work Archive

Driving innovation

July 2016

Ford’s sustainability report takes a new turn, with a more succinct, contemporary approach based on the issues that really matter.

A growing partnership

We’ve been Ford Motor Company’s sustainability report co-driver for the last 14 years, assisting the 113-year-old auto company on its journey to becoming one of the world’s leading reporters. This year, as well as consultancy, design, account management, web development and print production, we extended our role to include copywriting.

A range of channels have been employed to help the company communicate its vision, strategy and performance to a multi-stakeholder audience: the full 2015/16 Sustainability Report, both online and in PDF format, was once again developed in collaboration with the corporate Sustainability team, assisted by subject matter experts around the globe. The report is supplemented by a short summary designed for use at town hall events, and at Ford sites and dealerships. We also wrote and produced the headline video available on the online report’s homepage.

Better by design

Accelerating Today for a Better Tomorrow is a materiality-based report produced in accordance with the Global Reporting Initiative (GRI) G4 Guidelines at a Comprehensive level. It also contains a United Nations Global Compact (UNGC) Communication on Progress index and, for the first time, an index outlining how the company’s contributions align with the UN Sustainable Development Goals.

Crafted with a wide range of user journeys in mind, the seamless, responsive design makes the site easy to read on a laptop, tablet or mobile phone.

The site is designed with intuitive graphics to summarise complex concepts and detailed processes, user-friendly performance data charts, and plenty of internal and external links to related information.

Shorter and sharper

But, for all the best practice we’ve maintained and built on, the 2015/16 report is a different model to its predecessors. Although still thorough and detailed, it’s deliberately shorter and sleeker, with less historical scene-setting and a sharper focus on the key issues identified by the company’s most recent materiality assessment. Additional regional ‘reports’ provide a ‘local lens’, detailing how corporate strategies, and initiatives to address them, play out in the markets.

The report highlights Ford’s continued focus on changing the way the world moves to make people’s lives better, and its ambitions to transform into both an automotive and a mobility company. It seeks to strike a balance between its core business (vehicle design, production and sales) and the pursuit of emerging opportunities through Ford Smart Mobility, its plan to be a leader in connectivity, mobility, autonomous vehicles, the customer experience, and data and analytics. The narrative doesn’t steer away from the challenges facing the sector, from trust issues fuelled by concerns about ‘real world emissions’ data through to tackling the presence of conflict minerals in the automotive supply chain.

What we did

  • Strategic consultancy
  • Copywriting and editing
  • Creative and concept design
  • Print design and artwork
  • Web development
  • Information design
  • User interface and user experience design
  • Storyboarding and animation
  • Film and post-production management
  • Production and project management

Ford Motor Company is a global automotive and mobility company based in Dearborn, Michigan. With about 201,000 employees and 67 plants worldwide, the company’s core business includes designing, manufacturing, marketing, financing and servicing Ford cars, trucks, SUVs and electrified vehicles, as well as Lincoln luxury vehicles. Ford is also aggressively pursuing emerging opportunities through Ford Smart Mobility, its plan to be a leader in connectivity, mobility, autonomous vehicles, the customer experience, and data and analytics. The company provides financial services through Ford Motor Credit Company. For more information, visit our corporate website.

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