Mack trucks are known for being ready to take whatever the world throws at them. It’s this can-do spirit we wanted to build on when we helped the American company re-launch their brand. The re-brand came complete with a new look, feel, and tagline: Born Ready.

But what does “Born Ready” mean, exactly? Mack employees felt their hard work and drive for results reflected in the phrase, but they couldn’t quite articulate its application—so we helped. 

Through a series of interviews with Mack employees, we created ten unique stories. Leveraging their own experiences, we were able to help employees find the words to define the brand.

©VSA Partners