International

Brand-led transformation for an icon of American trucking Navistar came to Kurppa Hosk at an inflection point. International Trucks, the crown jewel of the portfolio and a brand with a storied history, was losing relevance in an industry that was undergoing huge changes. Meanwhile, other portfolio brands, not to mention Navistar itself, had yet to gain the traction International Trucks had. It was clear that Navistar needed to act decisively to reclaim control of its destiny and secure its place in the future of transportation. We set out together to bring about a true transformation with brand at its core.

In 2021, Navistar became the newest member of the TRATON GROUP, marking the start of a new era in their story and opening up new strategic opportunities. The leadership team had a clear vision for the company, with their sights firmly set on shifting the business from being a product-centric vehicle manufacturer to a customer-centric mobility solutions provider. In this, brand would play a central role, uniting and re-energizing the organization, driving a reassessment in the market and breathing new life into commercial relationships and the broader customer experience.

Amplifying “International”, a name with roots stretching back to 1902, was key to connecting with the company’s champions and uniting a portfolio of scattered product brands into a cohesive customer-centric experience ready for the future. Realizing the potential, Kurppa Hosk worked closely with business units across the organization to assess the impact of such a significant change, ultimately guiding and supporting the company in making the decision to sunset the Navistar name and corporate brand. In doing so, International could be restored to the heart of the group as its masterbrand.

International would now be the signature asset through which the majority of the company’s offerings would be experienced. Paired with a completely new visual identity that draws deeply on its rich history as an icon of the American road, we created something truly timeless for International: a brand grounded in heritage and history with all the energy and forward momentum of its most futuristic peers.

“We've made incredible progress over the last two years in defining our new brand and bringing it to life, which is a testament to the creativity and craftsmanship of Kurppa Hosk.”

Tobias Glitterstam, Chief Strategy & Transformation Officer

A true 360 experience

Our foundational brand work pinpointed the unique, proven way that International helps its customers move their businesses forward — and the ways it would need to better meet its customers in the future. Driven by these insights and the brand’s expanding reach and growing diversity of touchpoints, we defined a holistic toolbox, in which each element reinforces the sense of intentional craft and quality that permeates International. As well as reinforces the essentials that makes International International.

From a bespoke typeface and a refined color palette drawn from the language of the road to both digital and physical touchpoints, each facet is chosen to be complementary to the whole. It all adds up to an experience that is uniquely and unmistakably International.

“While improving engagement and enhancing the experience for all audiences, a sharper and more focused brand allows us to succeed in our rapidly changing industry while restoring our status as an American icon.”

Erica Schueller, Associate Director, Editorial & Creative Production

International highlights

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