Mack Trucks Rebranding
We explored a wide range of design scenarios, from functional modifications to creating an entirely new brand. It took us only a short time to realize our valuable brand equity opportunity. We challenged ourselves to create a modern presence for Mack that felt familiar in all the right ways but also modernized, essential, and relevant. We did this by reminding ourselves to look back but don’t stare. The result is an entirely new brand that feels like it’s been the brand since the beginning.
This project stands out as one of the most comprehensive rebranding assignments I've had the fortune to work on in my career. It provided me with the opportunity to collaborate across various creative and product disciplines.
Our rebranding project extended into an agency-of-record relationship, enabling us to activate the brand we built. Despite the intense few years, being part of the bulldog was an honor, and they even let me drive a truck.
Brand video with a custom song
Logo
Business cards
Dealer signs and lapel pins
We redrew the wordmark, ensuring the letters on the truck matched the letters in the logo for the first time in the brand's history.
Born Ready became the brand tagline.
Brand book
The brand was launched at an event in Las Vegas
We launched the brand with custom tattoos from Chris Garver and Ami James from Miami Ink.
The tradeshow experience was re-imagined
Packaging
Advertising. Also, this was the first use of the CG product portfolio we created with Gianni Creative.
Targeted direct mail campaign with custom helmets. Helmets hand painted by King of Paint.
Collateral collection
Dealer video
The dealer materials that year were less than subtle. During the meeting, we gave customized hammers to each dealer to "hammer" home the idea.
The result was an immediate increase in brand favorability metrics, and Mack Trucks retained its position as the North American Truck in Volvo Trucks' worldwide brand architecture
Credits
Agency: VSA Partners
Matt Ganser, Creative Direction and Design
Stratton Cherouny, Client Engagement
Melissa Keller, Project Management
Nirali Rodriguez, Strategy
Tarek El-Mousa, Production
Claudia Alberts, Production
Claudia Alberts, Production
Ian Koenig, Design
Jimmie Geiyer, Design
Tony Mingo, Design
Tony Riazzi, Writing, and Creative Direction
Hojo Willenzik, Writing
Todd-Piper Hauswirth, Illustration and Design
John Sterling Ruth, Photography
Giannini Creative, CG truck imagery