Peterbilt

Translate engineering excellence into a digital experience worthy of the brand.

Peterbilt has spent decades building a reputation for durability and craftsmanship — its trucks are recognized across North America as symbols of pride, not simply commercial vehicles.

I redesigned the corporate website from the ground up, creating a modern, responsive experience that balances Peterbilt's industrial heritage with contemporary digital expectations — serving customers, fleet managers, dealers and prospective buyers.

For a company known for precision, the website needed the same attention to detail.

Peterbilt manufactures some of the world's most recognizable trucks, yet its digital experience no longer reflected the innovation behind the products. The site had grown organically over years — fragmented navigation, inconsistent hierarchy, and a browsing experience that made it hard to compare models, understand specifications or discover the breadth of the offering.

The redesign wasn't about looking modern. It was about building a platform that communicates the strength of the brand while making complex information far easier to navigate.

A narrative-driven experience — the trucks sell the aspiration, the interface delivers the information.

Rather than overwhelming users with specifications from the first interaction, I created an experience that lets visitors progressively explore the product ecosystem. Large photography celebrates the trucks as heroes, while modular content blocks create rhythm through features, technology, performance and customization.

Generous spacing, bold typography and a simplified hierarchy reduce cognitive load without sacrificing the richness of the technical information.

One connected ecosystem, many different journeys.

Some visitors arrive knowing exactly which model they want; others are exploring financing, locating dealerships, researching fleet solutions, comparing specifications, or discovering the brand for the first time. The navigation architecture was completely reorganized to support these journeys while reducing unnecessary complexity — letting users move naturally between products, technical information, services and support without losing context.

A premium industrial aesthetic drawn from the products themselves.

Strong horizontal compositions, confident typography, restrained colour and high-impact photography create an aesthetic that feels authentic to the brand rather than decorative. The interface intentionally avoids excessive effects, letting product imagery carry the emotional weight while clean layouts keep the experience highly readable.

Every decision reinforces qualities already associated with the Peterbilt name: strength, precision and reliability.

A digital presence that feels as engineered as the trucks.

By combining strong visual storytelling with thoughtful UX principles, the new website reinforces Peterbilt's premium positioning while making complex product information easier to explore, compare and understand. Rather than chasing short-lived trends, the project focused on a timeless platform built on a scalable design system, capable of supporting one of the most respected names in transportation for years to come.