Ford Kansas City Assembly Plant
Being an invisible giant stinks.
The Ford Kansas City Assembly Plant (KCAP) is a giant. With 9,500 workers, 4.7 million square feet of production space, and more than 433,000 F-150s rolling out annually, it’s the largest plant in the Ford family and a critical profit center. Yet in Kansas City, KCAP was nearly invisible. Locals simply called it “Claycomo,” and the United Auto Workers often had a louder voice in the community than Ford management itself.
KCAP needed to raise its profile—internally with workers, externally with Ford executives and plant visitors, and publicly with the Kansas City community.
You build more than trucks.
KCAP may be the #1 producer of the #1 truck on the planet, but it’s not about the trucks the people build–it’s about the people that build the trucks. Committed, determined, and proud men and women embody Ford’s can-do American spirit. They build pride, livelihoods, and community along with F-150s and Transits.
Our insight: celebrating KCAP isn’t about trucks alone—it’s about culture, people, and purpose.
Think big. Then go bigger
DMH partnered with KCAP to create a brand identity as bold as the plant itself:
New Logo Mark:
Ties Ford to Kansas City pride, signaling KCAP’s role as the company’s beating heart.
Tagline Development:
“The Heart of Ford Beats Here” became the cultural anthem, reflecting scale, importance, and community impact.
Experiential Design
Key spaces were transformed into everyday touchpoints of pride and storytelling:
- The hallway connecting the executive garage to the assembly floor
- Surrounding walls and entry areas
- Assembly floor space above the PCC boards
Every element reinforced the narrative: KCAP builds more than vehicles—they build pride, community, and Ford.
