InternationalGovernance

Cultivating a living brand

Together with key stakeholders, Kurppa Hosk worked across International's different business units to produce a comprehensive set of brand guidelines to support both immediate brand implementation and future optimizations.

With Navistar’s extensive portfolio of brands now brought together under a modern and focused International, clear cohesive guidelines were needed to ensure a smooth implementation and consistent brand experience across all touchpoints and geographies. Given the number of people, processes and platforms impacted by the transformation — and the added complexity presented by an extensive independent dealership network — the guidelines needed to be both widely distributed and actionable.

Brand portal

To ensure stakeholders could easily access the right information and assets when they need them, we built a bespoke digital brand portal. Whether a dealer or an art director, any visitor to the online portal can find an evolving catalog of essential brand resources, from naming principles, social media strategy and social media playbook to visual identity documentation, photography guidelines and beyond.

The portal is itself an expression of the new brand identity that not only informs and guides, but inspires: a living document showcasing the visuals, functionality and bold tonality to make the brand shine. Together with its comprehensive set of brand resources, the portal ensures a cohesive, dynamic and engaging experience wherever International lives.

As we advance the roll out, activation and optimization of the brand experience in the years ahead, Kurppa Hosk continues to operate as a strategic partner to International, providing brand oversight and creative direction to a wide range of new and ongoing initiatives from internal teams and external agencies.

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