International - Launch communications

InternationalLaunch communications

Reintroducing International to the world

With a new masterbrand backed up by a unified portfolio of offerings and a compelling brand identity, International was ready for the world stage. The launch of the new brand would be a high-profile opportunity to signal change to the market at large and a catalyst to re-energize and inspire employees, partners and stakeholders on the journey to come.

When International President and CEO Mathias Carlbaum addressed a packed audience gathered in the atrium of company headquarters and live feeds online, it was the culmination of months of close collaboration between Kurppa Hosk and client teams to carefully plan for and secure organizational readiness across the business. This included identifying and prioritizing requisite activities so that key assets and touchpoints were in place and updated for the go-live date to make an impact in the market. And with all employees and partners.

To further ensure impact and traction, Kurppa Hosk worked closely with the company’s internal brand and communications team to define a launch communication concept honoring the long history and culture of International while articulating a new strategic direction underpinned by the company’s enduring contribution to the industry.

“We’re International”

An intersection of heritage and progress, International was home to an array of contrasts. This duality provided rich ground for creative tension: practicality and dreaming, raw power and intricate detail, massive scale and a personal touch. Through equally dynamic messaging, this sense of contrast became a core foundation for the launch, distilled into a creative platform that was as powerful as it was simple: “We’re International.”

This was a declaration of shared identity and common purpose. And it quickly became a rallying cry for a company that had always been proudly themselves; focusing, shaping and aligning messaging across the organization and its channels as it drove home what it means to be International. Through film, print, digital and social, “We’re International” united and engaged the organization, underscoring not only who they were, but also setting the direction for who they could be and what they could achieve moving forward.

“With the launch of the new International, we are prepared to confront the challenges our industry faces head-on, ensuring our customers' businesses remain unstoppable.”

Megan Troppito, Director, Head of Communications & Brand

Social media launch campaign

The shift from Navistar and a portfolio of brands to a masterbranded portfolio under International marked the beginning of an exciting era. As the company built on its rich legacy to move decisively into the future, Kurppa Hosk helped deepen internal and external understanding of the transition by shaping a 4-week social media campaign using the “We’re International” concept.

The campaign drew inspiration and direction from the library of brand resources we had developed over the preceding 18 months, including visual identity, tone of voice, social media strategy and more. Working closely with the brand and communications team, we mapped out key messaging and timings, developing and optimizing copy, imagery and film to support each post.

The goal was to reintroduce International and communicate where it’s going while galvanizing internal pride and sparking external interest. To do so, the series celebrated the launch of the new brand and explored the motivation behind the transformation, and importantly, recognized the pivotal role of International employees in its broadening pursuit of mobility solutions.

The result was a clear, cohesive and compelling narrative of the transformation, one that would re-engage long-time champions and invite new ones.