This once great American truck and engine brand had lost its focus and luster. By reinvigorating the brand, its values—ingenuity, reliability, hard-work, dedication, and pride in a job well done—were recognized. The new identity took the brand’s heritage into account and contemporized it for today’s digital world. Soon after, IC Bus, a subsidiary of International Truck, needed an equally bold, new identity. These brands can be spotted on mud flaps, at schools, and on dealership apps across the map. The partnership extended to ongoing website development, mobile apps and custom software.