Business Challenge.

Despite having tremendous scale and national significance, a loosely connected campus of history-based attractions had little consumer awareness. Locally they were perceived as a little dusty, taken for granted, and associated primarily with memories of 5th grade field trips.

Brand Essence.

Take it Forward.

Strategy.

The institution rediscovered its purpose by looking back at its own history. They recalled that Henry Ford developed the campus to showcase ingenuity, progress, and innovation so that others may be inspired to move forward. We implemented an integrated communications plan that invited people to become inspired by the story of American innovation, and to take that spirit of discovery, creativity, and determination forward in their own lives.