International - 3D and industrial

International3D and industrial

Putting the product first

While much of the brand transformation reached beyond the vehicles, ultimately, the trucks, parts and industrial design remain the most tangible expressions through which our audience will experience the new International.  Industrial design’s core role in the new brand required us to think deeper about the visual expression, forcing us to consider a level of detail usually reserved for engineers and anyone that knows their way under the hood of a Class 8.

The creation of a visual language for 3D design and rendering was essential for communicating the brand’s strength in the space.

Reinforcing the company’s attention to precision, craft, and quality, we developed a 3D style that elevated parts to feats of engineering, prioritizing detail, and pairing the style with clean, minimalist spaces to make them the heroes of any composition.

Applying this premium and consistent approach to 3D allowed us to enhance and unify product and part libraries, as well as key sales tools on the website, including the custom truck builder, increasing customer engagement and improving user experience.

Jewel in the crown.Whipping across highways and braving the dust and debris of job sites throughout North America, the emblem is a moving testament to the brand transformation and a tangible expression the KH/Eidra and International partnership.

Working closely with the industrial design team, we explored and developed how the new logo could come to life on the vehicles, eventually rolling it out to the entire fleet.

Core elements of the refreshed brand like typography and the color palette were integrated directly into the vehicles, leaving their mark on thousands of parts and advanced features.

But the visual identity’s most high-profile impact was front and center. Instantly recognizable even without the wordmark, the updated symbol has the ability to seamlessly adapt to small sizes, making it the ideal candidate for the truck’s most poignant feature.