MACK TRUCKS
Digital Transformation
The Challenge:
How do you help an American icon refresh their brand to focus on the future?
How do you help an American icon refresh their brand to focus on the future?
Build from a strong foundation.
When I started in 2018, the Mack brand expression favored bold type, gritty textures and heavy on the black.
By 2020, what was once viewed as bold strength, now felt heavy and outdated. The old expression needed an upgrade.
2018
2019
Circa. 2020
2019
Show what the future can be.
The client wanted to shift from Owner/ Operator truck buyers to fleet managers and executive decision makers.
Knowing our target personas looked to future-proof operations through data-driven decisions, we created a brand look that emphasized sleek style and resourceful innovation.
Brand language evolved to match clean, advanced and intelligent look of the visuals.
Map the content to the magic
Once we had the visual and verbal aesthetic, we created pages that brought the new look to life.
All Trucks Page
Truck Landing Page
Customer Segment Page
Services Pages
Powertrain Page
