Mack Trucks
We approached the Mack Trucks case study by exploring a broad spectrum of design possibilities, from refining existing elements to envisioning a completely new brand identity. Early in the process, we recognized the opportunity to leverage Mack’s valuable brand equity. Our challenge was to craft a modern identity that felt unmistakably familiar yet fresh, relevant, and essential. By embracing the philosophy of “look back, but don’t stare,” we achieved a brand transformation that feels both timeless and as though it’s always been Mack’s identity.
This project remains one of the most comprehensive rebranding efforts of my career, offering the unique opportunity to collaborate across diverse creative and product disciplines.
The rebrand evolved into an agency-of-record relationship, allowing us to bring the brand to life across every touchpoint. It was an intense and rewarding few years, and being part of the Mack Trucks legacy—“part of the bulldog”—was truly an honor. As a bonus, I even got to drive a truck.
Credits
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
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