The financial credit arm of Ford Motor Company, Primus strives to be the preferred credit provider to Ford’s global automobile dealership network as well as the choice for consumer purchases and future additional lending oriented products.
Primus was the newly defined name for Ford Motor Credit Corporation that was developed prior to this project. CHANGEffect designed the brand position, promise and identity to be introduced in a focused strategy targeting its primary audience of the auto industry and dealers through its primary trade publication. The campaign concept ran for five years.
The feel of the new Primus name was one of conveying solid, classic, primary, distinguished and established led to a design solution that reflected a valuable nameplate or engraving. The red colored “reveal” around the lettering promoted a sense of energy and light—a suggested promise of something glowing behind the name. What was behind the name was people, relationship, and other typical terms of the industry being redefined in Primus terms.