Mercedes-Benz

Skills flexed: 

Creative Direction, Branding, Marketing Strategy.

Background:

Mercedes-Benz Trucks have a big presence in the trucking community in the UK, but they were missing a trick when it came to the trade side of the business. With such a renowned name and brand behind them, they approached our agency to build a brand identity for a dedicated partner brand trade programme.

Outcome:

To kick start the project, I led a series of brand clinics with the client and key personnel identified within the Mercedes-Benz Trucks network. The stand-out feedback was that the cabin and trailer formation was what made these trucks most iconic. Using an abstract representation of the wheel formation of Mercedes-Benz most popular FHWA vehicle classifications, this simple yet recognisable graphic element was born.

I built guidelines setting out rules for this partner brand and a launch campaign concept, strategy and support imagery. The launch campaign had the central image of dice falling to the floor with a guarantee of rolling a 6; the highest number available. This was a playful extension of the Mercedes-Benz Trucks logo incorporating the six wheels of a truck, accompanied by the strapline ‘Don’t take chances’ to convey that using parts from Mercedes-Benz Trucks is a guaranteed, safe option.