Digital Transformation
MACK TRUCKS
How do you reshape an iconic brand known for toughness into an innovative leader of industry tech?
The Challenge:
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By 2020, what was once viewed as bold strength, now felt heavy and outdated.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
2019
2020
Show what the future can be.
The client wanted to shift messaging away from the owner/ operator single-truck buyer audience to something that would resonate with fleet managers and executive decision makers.
Knowing our target personas primarily aimed to future-proof operations through data-driven decisions, we created a brand look that emphasized sleek style and resourceful innovation.
We evolved the brand language 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
See the difference
MackTrucks.com 2024
“The new look. The new brand. It’s everything we want to be. It shares our vision for the future of both our brand and our industry while honoring our legacy. It’s who we are now. ”
— Mack VP Global Brand Marketing