PROJECT
PROJECT
McNeilus Refuse
For the 2022 Waste Expo, McNeilus wanted to create a booth highlighting their tech capabilities. Our challenge was to build a visual identity that fit within McNeilus' existing image but felt sophisticated and premium. To achieve this, we used a condensed, more delicate variation of Nimbus Sans (the primary brand font) and flexed the existing color palette in new ways, using the green more liberally to punctuate and emphasize. Collage-like graphics pulled in black and white truck photography mixed with technical drawings and nature shots.
The booth included two conference rooms, which we used to highlight and feature product and customer imagery. The exterior wrap incoprorated a human element, featuring photography of McNeilus Waste Warriors.
The interior wraps of the conference spaces highlighted the vehicles, displaying a mix of technical illustrations and truck photography.
To promote McNeilus' ePTO technology and first all-electric refuse vehicle, we created a series of digital assets to release following Waste Expo.
ROLE
Design, Art Direction
AGENCY
KC Truth
CREDITS
Creative Director: Robb Burnham
Copywriter: Peter Hajinian
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