Imagery
Our brand is rooted in simplicity and boldness—and the image we present should tell that story. Our photography style is a mix of real and computer-generated imagery that celebrates our trucks, our people, and the places that the work is done.
Overview
We use imagery to present our products, people and services in the best possible way by incorporating a mix of photography and computer-generated imagery (CGI). We use CGI because it gives us more control over areas such as lighting, shading and color matching. In product-specific executions, we try to use CGI for the primary image to help present our products in grand and heroic ways. CGI may also be used when the logistics, costs or timing of a photoshoot make CGI a smarter option. Photography is used when capturing our products and people in real-world situations to help reinforce our role in the working world. Overall, we want to embrace natural lighting and colors in our imagery. We like to highlight the scale of the environments our trucks work in—without diminishing or overstating our place in the shot. Our two main customer groups, Highway and Construction, each have a distinct approach to their imagery. We also utilize textural elements from each segment’s respective environments in our system to add depth. The main differences can be found in colors, textures and tones.
Highway
Highway imagery should convey a sense of clean sophistication and innovation through tones, textures and colors. Choices should evoke a cool, sleek and futuristic feeling utilizing desaturated images, tones and colors found within highway environments. Try to use colors such as cool silvers, stark chromes with softer blues, greens and whites that evoke a highway palette.
Construction
Our Construction imagery should convey strength, grit and purpose through colors, tones and textures often found on a job site. Look for images that evoke gritty textures through materials. Color and tone choices should nod to the world our customers work and work within a warmer palette through choices that evoke a construction site such as blaze orange, earth brown, and warm yellows.
Refuse & MD
Photography direction for these two customer groups will be added to the guidelines in the near future.
CGI
Our computer-generated imagery mainly features our trucks. The composition should focus on highlighting the product and be free from obstructions. The environment shown should be slightly idealized, while hinting at the work at hand, further heightening the modern approach to our imagery.
Overall, the images should showcase the product in a straight-forward, but undoubtedly beautiful way. In treatments where we use multiple images of various CGI trucks, the trucks should be sitting at the same three-quarter view angle as we see below.
Mack People
Our imagery highlights the dedication and confidence of Mack workers. A Mack person should never feel overly posed. They should feel authentic and like they belong in the shot. Portraiture should feature rich, high-contrast colors to achieve an emotional feel.
