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Restoring International as a Masterbrand: A Heritage-Driven Transformation for Navistar
Navistar's rebranding by Kurppa Hosk marks a pivotal shift from a fragmented brand portfolio to a unified masterbrand strategy. The decision to sunset the Navistar name revitalized International, a brand with roots dating back to 1902, reaffirming its legacy in American trucking.
A new visual identity, steeped in heritage yet future-ready, repositions International as a customer-centric mobility solutions provider.
The brand's transformation is reinforced through a refined color palette, bespoke typography, and cohesive digital and physical touchpoints—creating a timeless yet progressive experience that signals a new era in commercial transportation.







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