Mack Trucks website
My role: Associate Creative Director
Designers: Chiu Ping Chiu, Nolan Cabeje, Nate Baltikas
Creative Director: Wai Fong
Mack Trucks, Americas most well known industrial and commercial trucking manufacturer, reached out to VSA to re-imagine it's brand and online presence. The VSA branding team turned an out-dated and clunky brand expression into a contemporary yet historic feeling identity that spoke to Macks heritage while making it also feel new.
It was my job to help lead the NYC digital design team in extending this new identity online. This entailed incorporating an entire new look and feel, as well as working with UX designers to envision a new experience for Mack drivers, both prospective and veteran. The result is a site that makes it easier for new drivers and fleet owners to find trucks to suit their needs.
“Mack’s new site was built around helping customers find the right tools for the jobs they need to do, whether it’s on the highway, on a construction site, or anywhere else they’re operating,”
“The application is signature VSA Partners: excellent photography, solid typography, and air-tight layouts that all help communicate an American confidence that should move trucks off the sales floor. ”
Various design concepts were explored prior to settling on a final direction. Each exercise in style and layout taught us more about what we were building and for whom for. The limited palette forced us to think creatively about how to create variations on a similar conceptual theme. By experimenting with type, layout, and photography we were able to create a site both novel and easy to use for drivers and fleet owners alike.
Project Highlights
Worked with UX team to establish new site experience built around what Mack drivers want in a vehicle
Led visual designers in creative concepting for new site look and feel
Worked with branding team to accurately extend new brand direction into the digital space
Site organized around what fleet owners and drivers need