Ford Motor Company acquired Chariot, an app-based urban transit start-up in San Francisco. The work is based on a simple human insight — that every citizen lives their city in their unique way, and Chariot is a life-hack that can help make that easier and richer. This led to the brand promise, “Your City, Your Way”. The launch film showcases Chariot as a driver of optimism and opportunity. The brand was then extended to many critical touch points including the website, app, the vehicles, and launch events.
