About the effort

As the creative lead on the Mack Trucks account, my goal was to re-vitalize the brand. My team developed interactive content, like the AR truck builder tool, that connects drivers to local Mack dealers, and puts the customer benefit front and center.

Creating a component library

While Mack Trucks is an iconic brand, the challenge was to position it as a tech-forward organization, and retain a consistent look and feel across various applications. We started with creating a component-based web system that can be easily implemented across various products, as well as ensuring that system can expand to collateral and signage. In Figma, we utilized a library of instances, type styles, and interaction for consistency and speed.

Utilizing the brand system

We utilized the library as a brand guideline across the web and digital applications, as well as a guide for collateral and other print materials. A web-based, searchable photo library allows for consistent usage of client-approved product photography across all media.

Expanding digital to customer tools

Digital tools are used as part of the solutions offered by Mack Trucks. A dashboard can more easily connect the business owner to Mack representatives, techs and dealers.

A re-imagined, AR-driven trade show experience

The Mack Trucks booth now introduces augmented reality for customers to explore the trucks, reveal the technologies inside, and customize options using their own digital devices. Each finalized build outputs a PDF that contains the image and specs of the customized truck.

Expanding the component library for augmented reality

We created a condensed Figma component library for the AR experience to provide clear direction on the look of each component.

Adapting for multiple applications

The AR truck builder works across different trade shows, so the component-based system was paramount in adapting it for different trucks and options for various events.

New ways to build business

With half the usual floor-space, we focused on utilizing digital to educate and entertain attendees. Visitors can learn how Mack’s transportation solutions will build their business through a self-guided touch screen experience that delivers engaging content on the products, services and financing offers.

Utilizing a templated approach

The Business Builder kiosks uses five main screen templates to organize an external database of copy and images. The experience guides the user with a series of questions to serve up the most relevant content, as well as providing an explore function for a quick access to products and features.

Navigating the product features

Each Mack Trucks product is consistently displayed on a tab-based screen with the option for a brochure download. Directional speakers allow users to view and listen to videos, and links to related content encourage browsing.

Expanding digital applications

While a lot of our efforts were aimed at the trade show experience, we ensured that most of them were easily adaptable to various locations such as dealers and showrooms. We are continuing to expand the design system to new applications, ensuring the investment into the technology is adaptable in an uncertain world.

Impact





Wins

The project continues to answer the needs of the client, creating a tech-forward expression of an iconic brand, and utilizing technology as a flexible medium that can be implemented quickly, and adapted to different environments. From the design perspective, seeing the technology come to life is thrilling and rewarding. The team growth and collaboration extends beyond the agency, and incorporates not only technology partners but the client themselves.



Learnings

The main lessons learned were in the scoping and production phase of each of the digital pieces. Collaboration between technology partners and planning for something we have never worked on before were a challenge, but the experience the team has gained is invaluable.