Navistar came to Kurppa Hosk at an inflection point. International Trucks, the crown jewel of the portfolio and a brand with a storied history, was losing relevance in an industry that was undergoing huge changes. Meanwhile, other portfolio brands, not to mention Navistar itself, had yet to gain the traction International Trucks had. It was clear that Navistar needed to act decisively to reclaim control of its destiny and secure its place in the future of transportation. We set out together to bring about a true transformation with brand at its core.