Mack - Main Identity Campaign

In 2014, Mack Trucks modernized its iconic brand identity with a sleeker logo, introducing a refined Bulldog emblem above the Mack wordmark. The update triggered a nationwide effort to retrofit a wide range of existing exterior signage.

As a key collaborator on the Allen Industries team, I contributed to both the design and engineering of what became a national exterior identity program. Our goal was to develop a pylon system adaptable to an array of existing site conditions while maintaining durability for decades of use.

The first installation was at Mack’s World Headquarters in Greensboro, the hub for product design, development, and testing. Following its success, the program scaled into a nationwide rollout, bringing the updated brand identity to dealers and manufacturing partners across the United States.