From past to future.

Transforming an icon of American trucking.

Navistar, established in 1986, was home to several commercial vehicle brands, including the iconic International Trucks. After being acquired by the TRATON GROUP in 2021, the company needed to redefine itself and shift from being a product-centric manufacturer to a provider of customer-centric mobility solutions. Partnering with leaders across the organization, Eidra developed a brand that honors International’s legacy while setting a future-facing direction.

To get there, we assessed the equity of each product brand in the portfolio, which resulted in us advising and supporting the company in sunsetting the Navistar name, renaming the group International Motors, and reinstating International as the master brand. Eidra also delivered a complete identity system—from type and color to voice and visuals—woven across digital and physical touchpoints. The result: a bold, unified brand built for what’s next.