Digital
The Challenge
Kenworth Truck Company’s corporate marketing strategy as well as the consumer’s perspectives are constantly evolving, driven by how technology continues to shape our lives and communications. The previous website was designed to support a dealer-centric model in which Kenworth designed and built trucks and technologies but gave their dealer network the primary role in communicating with customers. While dealers still have an essential part to play in truck sales, the shifting strategy positions Kenworth as an active voice in customer communications. Rather than being gated behind a dealer conversation, customers are given the opportunity to start their own research before entering a showroom via Kenworth.com. This enables dealers to have more productive conversations about customization and finding the right truck to fit their needs.
The Solution
The redesign and modernization of Kenworth.com reflects the company’s current brand and product positioning. It blends modern design aesthetics and functionality into a brand-worthy presence with rich content. It takes a complicated subject and leverages intuitive information design to show the benefits of each Kenworth truck model.
The previous dealer-centric strategy found PDFs and videos with detailed information often buried in website resources. The updated design brings new prominence to content, featuring all aspects of the truck in a single page divided into modular panels as a “digital brochure.” This allows for easier consideration between truck models across multiple pages.
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