Project Overview
A 60th-anniversary brand refresh and campaign concept for the Ford Bronco. I designed a modern-yet-vintage anniversary logo and the OOH and social mock-ups, and led the team as Project Manager on the creative brief and communications plan.
2 Weeks
Industry
Automotive
Services
Campaign
Challenges
Bronco needed to feel authentic to long-time fans and fresh to Gen Z and Millennials. It also had to stand out from the Jeep Wrangler and Land Rover Defender, and turn a 60-year story into fast social content.
Achievements
Designed a 60th anniversary badge that merges the “60” with the bucking-bronco icon.
Created a motion-led OOH concept for Sankofa Square with a QR code to the anniversary site.
Planned Instagram and TikTok content, including the #Bronco60GlowUp challenge.
Mapped a $500K budget across a 6-week rollout.
Process
Research: competitors (Wrangler, 4Runner, Defender) and platforms
Strategy: two audience segments, strategy snapshot, tone of voice
Messaging: “Go Further: 60 Years of Untamed Freedom” and comms framework
Creative: logo, OOH and social mock-ups
Planning: budget and milestones
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