For the Ford Upfits website, the copy lead and I collaborated with subject matter experts to develop messaging and visuals that resonate with the brand’s three distinct audiences: Commercial, Accessibility, and Recreational. Together, we ensured the user interface and content were both aspirational and engaging for each group.

The Commercial audience required practical, performance-driven content tailored to business needs. For the Accessibility segment, we focused on clear, reassuring messaging that emphasized mobility solutions. For the Recreational segment, we crafted visually engaging, aspirational content to inspire customization and adventurous lifestyles.