Granite® and Keystone™ debuted together the night before ConExpo, at an event OX helped shape from the ground up. That launch set the tone, but it wasn’t the whole story. Just as much went into building everything that would carry Granite and Keystone forward: giving two trucks, built for two different customers, a full ecosystem to live in.
Granite's standard is heavy duty: job-site durability for owner-operators running dump trucks, mixers, and rolloffs. Keystone's standard is versatility: the truck built for the space between vocational and highway, rough terrain and long haul in the same trip. Every deliverable had to hold that distinction.
OX built the full suite behind both:
Evergreen collateral—up to eight pieces for Granite, five for Keystone—spanning spec sheets, brochures, and segment-specific pieces for construction, agriculture, and highway.
A 90-second launch video and 30-second sizzle reel for each truck, built on new CG animation, in addition to redesigned product pages, category pages, and homepage updates across macktrucks.com.
A new library of CGI assets and real photography and footage, art directed to give Mack a bank of brand imagery to draw on for years, not just for launch.
A launch night gives a product its moment. What happens next determines whether that moment turns into momentum. For Granite and Keystone, that meant building an ecosystem substantial enough to introduce two very different trucks, and consistent enough to make them both feel unmistakably Mack, everywhere a customer encountered them.
Every brand's launch needs are different. If you're curious what an ecosystem like this could look like for your product, reach out to OX, we'd love to hear about it.
