Mack Trucks

Steering back to relevance


Return a faded legacy to the trucking landscape.

How do you modernize an American icon without compromising its heritage, meaning and equity? This fundamental question was at the heart of VSA’s work with Mack Trucks, at a time when it faced a number of business challenges. First among these was Mack’s role within the larger Volvo truck family, and a need to carve out or rediscover its own place in the portfolio—and its marketplace. Mack Trucks was fading from the landscape, and needed to restate its reason for being.

Mack Truck decal applied to a truck
Mack Trucks - Born Ready.


Find and activate the brand “moments” that matter most.

What began as a single project grew into a multifaceted agency-of-record partnership spanning brand strategy, identity and 360-degree marketing activation. We began with field research and online data, and found that the world of “logistics” had made trucking feel increasingly impersonal. Mack’s opportunity was to build a more meaningful, direct relationship between customer and truck, and breed a sense of independence that lives for something greater. The brand’s heritage and authority gave it permission to play this role; we activated that story everywhere—in the organization, dealer channel and marketplace, touching on advertising, tagline, direct response, publishing, digital, signage, retail, environmental, sales and service experiences, and even hood ornaments and tattoos.

Our work included

  • Brand strategy
  • Brand identity
  • Strategic narrative
  • Expression system
  • Internal communications
  • Channel communications
  • Digital activation
  • Video production
  • Content strategy
  • Marketing activation
  • Print advertising
  • Merchandise
  • Trade shows and events
  • Direct response
  • Environmental branding
  • Packaging
  • Sales and service experience
Mack Trucks brand book spread
Mack Trucks brand book spread
Mack Truck homepage display
Mack Truck bulldog pin and signage
Person getting a Mack Trucks tattoo