Look! No sexy pictures!

It's somewhere between a cliché and a rubber stamp: If you're going to have a web site to sell heavy-duty trucks, you need some drool-producing photos of curvaceous chrome bumpers. But guess what? The vast majority of these tractors for 18-wheelers are sold to corporations, not independent highway cowboys. So, when we worked with Hornall Anderson Design Works to create this new site for International Trucks, we eschewed the usual eye-candy in favor of telling real-world business stories from actual International customers. No, customer testimonials aren't a new idea in b-to-b marketing, but they're peculiarly rare in this industry.