Digital Brand Refresh
MACK TRUCKS
B2B / Digital Transformation / Content Strategy / Brand Strategy / UX Writing
How do you reshape a brand known for toughness into a leader of industry tech?
The Challenge:
Insight:
We define what tomorrow looks like for customers.
We started from a strong foundation.
When I started in 2018, the Mack brand favored bold type, gritty textures and heavy on the black; tough language reinforced by strong type.
By 2020, what was once viewed as brand strength felt heavy and outdated.
Mack wanted an upgrade.
2018
2019
2019
2020
Show what the future can be.
Mack wanted to shift from an owner/ operator, single-truck buying audience to fleet managers and executive decision makers
Knowing our targets needed data-driven decisions, we created a brand that emphasized information with a clean, futuristic look.
We evolved the brand language to match the advanced and intelligent look.
Map the content to the magic.
Once we had the aesthetic, we created pages that brought the new brand to life.
All Trucks Page
Truck Landing Page
Customer Segment Page
Services Pages
Powertrain Page
See the difference
MackTrucks.com 2024
RESULTS
“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