InternationalDigital experience

An ecosystem to unite and inspire

The transportation industry was turning a corner, charging towards a future defined by electrification, automation and connectivity. A future that demands a unifying design language, one that can cater to a new digital landscape to support and enhance the shifting customer experience across platforms.

A standout in the brand transformation in both scope and scale, the digital ecosystem encompassed a full redesign to unify and optimize the company’s digital footprint both internally and externally.

Connective, dynamic design elements provided modularity, consistency and simplicity across an ever-growing range of digital touchpoints.

With great complexity came great opportunity. The development of a shared digital ecosystem created a uniform expression with the ability to scale and evolve, streamlining digital initiatives like the website, social media channels, the My International app, brand portal and merch store.

As International embraced a strategic shift from trucks to comprehensive solutions, the role of digital design shifted accordingly, expanding its role beyond traditional “design” to the creation of a complete digital experience.

Whether interacting with the truck’s onboard displays, customizing details on the website’s truck configurator, or simply logging in to fleet management software, the digital experience needed to feel seamless.

Digital strategy

Harnessing our analysis of the corporate and portfolio brands and the impact of International’s renewed role as master brand, we developed a digital and social media strategy to support the new portfolio structure.

Turning to the digital space, we documented, categorized, and assessed the brand’s expansive set of customer-facing websites, filtering our insights through the lens of the new master brand strategy and brand architecture. With a clear path forward, we streamlined domains, migrated relevant content to the new international.com, and developed new content to reflect and reinforce the transformed brand.

The same careful attention to detail was used to map the company’s social media accounts, measure their performance, and explore which should be closed or merged, in line with the new brand strategy.

With a library of new brand elements, from a bespoke typeface, logotype and color palette to distinct tone of voice and inspiring film and photography, a brand governance framework was needed to manage, organize and distribute resources.

We created a best-in-class brand portal, which enabled internal and external teams to quickly and easily access relevant assets and information, including in-depth directives on everything from exhibits and events to co-branding, print, motion and more.