COLLATERAL
TRADESHOW
Long rooted in an image of reliability and honesty, International Truck had begun to lose its leadership foothold as the marketplace. What was once seen as reliable was now seen as ordinary. In reality, International was embracing innovation and challenging conventions, yet its image was out of step with the company’s bold spirit. Defying all previous notions of the brand we quickly reset International’s image by illuminating a simple truth: a truck is a reflection of its driver. Using the trucks' chrome surface as a backdrop, the reflected vehicle became a symbol of innovation and independent spirit that directly mirrored what truck drivers aspired to be. Reflecting innovation and a freedom of spirit that was “Miles Ahead”.
