Project Overview
Launch the flagship of the fleet at the International Truck Show.
Project Commissioner
Project Creator
Team
Illustrator - Justin Maller
Art Director - Jason Doherty
Group Account Director - Viginia Henshall
Project Brief
The Powerstar 7800 is the latest addition to the Powerstar range and is the flagship of the IVECO fleet. Offering an all American driveline, the 7800 is a heavy duty workhorse which can haul the biggest loads right up to 140 tonnes.
The brief was to launch the vehicle at the International Truck Show and customize it with illustrations so it would be well received by trucking enthusiasts.
Project Need
Truck drivers are passionate about their vehicles. They spend thousands on customizing them with accessories and graphics. Often pin striping doors, cabs and trailers, along with all sorts of illustrations.
As a global trucking brand, it can be hard to move too far beyond an extension of the corporate brand when faced with launching a new line.
To help create the necessary awareness and excitement of a serious product launch at the major event in the trucking calendar, a unique illustration was created to profile on the Powerstar itself as part of the 600sqm stand for IVECO.
It says to Aussie truck drivers, purchasers and enthusiasts that the IVECO brand not only builds great vehicles – we love trucking.
Design Challenge
IVECO is a European brand with design aesthetics and styling to match. This hasn’t always resonated with the typical Aussie Trucker.
We needed to emphasize the tough and hard working features (Cummins ISX 15 Litre ADR Engine, 600 hp, Eaton Roadranger 18 speed manual, 56 inch sleeper cab) of this new model by detailing the vehicle with illustrations to match.
The Raging Bull was born and applied to the rear of the cab. A popular position for truckies to profile a significant illustration on their rigs. Badges were also designed and applied to the doors.
Sustainability
Everything that ZOO does is governed by our sustainability policy which covers both our environmental and social performance as a business.
In summary, there are several simple ideas that we try to subscribe to and encourage our clients to participate in as well:
- energy consumption (from the offices we work in, to the way we get here, energy reduction is one of the easiest things we can do).
- materials and their source (consider who and from where we source materials, their production and delivery process).
- increase product life-expectancy (quality of materials and usage requirements)
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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